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What is Human-Centred Design and Why is it Important?

What is human-centred design (HCD) and why is it important? Can organizations survive without it?

In her article What's the Difference Between Human-Centred Design and User Experience Design?, product design lead and design educator Francesca Sciandra describes it as follows:

  • Human-centred design is a framework that considers human perspectives throughout the design process.

  • User experience design is the design of multisensory experiences, typically at the interface between humans and technology. It is one of many design disciplines that takes a human-centred approach.

Simple, right? Not really? Read on...

(The answer to the second question is no.)

Understand evolving customer needs

Business models and consumer markets are undergoing dramatic transformation fuelled by new technology and approaches to service design.

The race is on to develop customer-first services able to compete with new players coming from outside the industry being disrupted.

Look at what's happening in broadcasting: TV service providers are now recognizing the need to maintain a forward-looking strategy that addresses rapidly changing viewing habits, such as consumer desire for immersive, on-demand content and greater mobility.

Finance and banking is another good example: FinTech and digital disruption is forcing banks to rethink their core offering and quality of experience at all their customer touchpoints.

The list goes on...

Improve customer centricity

Business professionals today need to develop plans to introduce and/or improve customer centricity within their organizations. They'll need to come up with prototypes for products and services based on human-centered design principles.

The best way to discover and internalize the principles of design thinking is to interview real customers to learn about their needs in an evolving digital world and reframe customer personas.

Then there's practical side of things, where you need to learn how to use tools for wireframing and prototyping; work with technical ideas in responsive design for multiplatform experiences: touch, tablets, phones and web.

What about measuring user experience? Can you use analytics and heat maps or work from assumptions and test them in a systematic manner?

Choose the right partner

Drawing on more than 20 years of experience in designing learning experience that get results, Hyper Island now offers Human-Centred Design. This short course draws on current and emerging international perspectives alongside case studies and insights from local and Asian markets. Participants develop a digital mindset, learn how to make better sense of data, and consider the legal, social and ethical issues involved.

Are you ready to download the syllabus and take your products and services to where they need to be to stay relevant?