What we can learn from the Stoics
Scuola di Atene by Raffaello Sanzio da Urbino
Epicurus was an ancient Greek philosopher who offered profound insights into human desires and motivations — insights that resonate just as deeply with the modern world and how we might design for it.
Epicurus believed that all human actions stem from the pursuit of pleasure and the avoidance of pain, but he distinguished between different types of desires as:
Natural and necessaryNatural but not necessaryVain and empty
In the modern world, where technology constantly tempts us with new possibilities, Epicurus’ distinction between desires provides a valuable framework for design. Understanding these categories can help us to design for the users’ true needs and wants, whilst avoiding the pitfalls of excess and distraction.
“If you wish to make a man wealthy, do not give him more money, but diminish his desires.”— Epicurus
You may notice some similarities to Abraham Maslow’s Hierarchy of Needs, I certainly did. Whilst both Maslow and Epicurus emphasise the importance of fulfilling basic needs for well-being, Maslow’s model is more structured and hierarchical, whereas Epicurus’ philosophy centres more on the distinction between necessary and unnecessary desires. Whilst the conceptual overlaps are undeniable, it is not believed that Maslow’s hierarchy was directly derived from Epicurus’ work.
1. Designing for natural and necessary desires
At the core of any successful product is its ability to meet fundamental needs — those that are natural and necessary. This aligns with the most basic user needs: security, reliability, and usability. A well-designed healthcare app for example, looking to address the essential need for providing accurate, clear and timely information. Similarly, a secure and easy-to-use financial app meets users’ natural and necessary need for managing their resources safely and with confidence.
We should always focus first on ensuring that these fundamental needs are met. If users don’t feel secure, valued, or understood, no additional features will help the product to truly resonate.
Security itself often isn’t enough, the perception of security is just as important. Consider for example the terminology and visual aids used by financial apps — “securely logging you in” for example, supported by a padlock icon and encryption credentials.Consistent styling and behaviours establish trust and predictability with users. When dealing with sensitive information or valuable assets, we are looking for reassurance and confidence.
2. Enhancing the experience with natural but not necessary desires
Once the fundamental needs have been addressed, we can enhance the user experience by addressing natural but not strictly necessary desires. These are the features that add convenience, personalisation, and even a touch of luxury. Consider the difference between a basic messaging app to get in touch with support, and one you might communicate with your friends with, which may offer customisation options including avatars and themes. The latter taps into a users’ desires for comfort and personalisation, making the product not only functional but also more enjoyable and sticky.
However, Epicurus would caution us to use these enhancements in moderation. While they can make for a more attractive product, they should never overshadow its primary purpose.
Just because we have to carry out a task, it doesn’t mean it has to be a chore. Consider apps you use that are a delight to use, those that go above and beyond just the expected core functionally. For me one of the best examples of this is Linear, a beautifully intuitive, design-led product task tracker.Disruptors like Uber and Monzo set out to break the mould, and challenge the way things have always been. They challenged norms that we’d just accepted, whilst prioritising our convenience and delight.“At Linear we believe software can feel magical. Quality of software is driven by both the talent of its creators and how they feel while they’re crafting it.”— Linear
3. Avoiding the trap of vain and empty desires
It’s easy to fall into the trap of designing for vain and empty desires — those driven by the pursuit of status, vanity metrics, or fleeting trends. Social media platforms often encourage users to chase likes, shares, and followers, catering to these desires. Whilst these can drive engagement, at least in the short-term, they often do so at the expense of user well-being, and can even lead to addiction and anxiety.
As designers, we have a responsibility to recognise when a product might be going too far, when it might be feeding these vain desires. Instead we should push to consider how we can create more meaningful interactions. This might mean prioritising ways of encouraging authentic engagement and community building, over those that foster competition and envy.
Infinite scroll, autoplay and even likes may have all been designed with innocent intentions, but they can each have very serious consequences on us and our behaviours.Designing with intention (i.e. good design) considers more than just short-term gain, it demands the foresight to consider any long-term consequences. Are any of the products we rely on today to make our lives more convenient thoughtfully preparing for potential failures or unintended harm in the future?“Failure to anticipate the long-term consequences of design decisions in favour of short-term gain often leads to negligent and sometimes harmful outcomes.”— Humane by Design
The modern relevance of Epicurus’ teachings
In a world where we are constantly bombarded with choice, Epicurus’ philosophy offers a refreshing reminder to focus on what truly matters. As designers, we can apply his insights to design products that don’t just attract attention but genuinely improve users’ lives.
By designing for natural and necessary desires, we meet the fundamental needs that make our products essential. By enhancing the experience with moderation, we create products that are not only useful but also delightful. And by avoiding the temptation to cater to vain desires, we ensure that our products contribute to long-term user satisfaction rather than short-term engagement.
Source and further reading
Happy: Why More or Less Everything is Absolutely Fine
Derren Brown explores how we can apply Stoic values to modern life, all in the pursuit of happiness. The follow-up, A Little Happier is equally enjoyable.Epicurus’ Ethical Theory: The Pleasures of Invulnerability
This book explores how Epicurus promotes a life free from fear, emphasising invulnerability and self-sufficiency as the path to lasting pleasure and peace.Design with Intentionality
A fascinating article exploring the importance of foresight in design, urging designers to consider the long-term consequences of their creations rather than focusing solely on short-term gains.
Designing for human desires was originally published in UX Collective on Medium, where people are continuing the conversation by highlighting and responding to this story.
