Cebu Institute of Technology – University

College of Engineering and Architecture

Department of Industrial Engineering

HUMAN-CENTERED DESIGN
METHODOLOGY
SSP031
CREATIVE THINKING TOOLS, TRENDS & TECHNIQUES

Prepared by:
Baya
Bendijo
Dela Pena
Matuguina
Mondilla
Tidadul

WEEK 2: May 4-8, 2020

 Summarization of the different tools per phase
Human-centered design is a creative approach to problem solving and the backbone of our
work at IDEO.org. It’s a process that starts with the people you’re designing for and ends with
new solutions that are tailor made to suit their needs. Human-centered design is all about building
a deep empathy with the people you’re designing for; generating tons of ideas; building a bunch
of prototypes; sharing what you’ve made with the people you’re designing for; and eventually
putting your innovative new solution out in the world.

Phase 1: Inspiration
How do you conduct an interview?
• Body Language - The right body language, eye contact, and facial expressions can help
you learn more and engage deeply. It helps you to understand the experiences, needs, and
desires of the person you’re designing for
• The Five Whys - a fantastic method to use to get to the core of a person’s beliefs and
motivations. This easy research method will help you uncover the deep motivations and
assumptions that underpin a person’s behavior by asking why after a question.
• Interview - Interviews really are the crux of the Inspiration phase. There’s no better way to
understand the hopes, desires, and aspirations of those you’re designing for than by talking
with them directly.
• Group Interview - an interview to hear everyone’s voice, get diverse opinions, and are
strategic about group makeup.
• Expert Interview - Experts can get you up to speed quickly on a topic, giving you key
insights into relevant history, context, and innovations.
• Extremes and Mainstreams - When recruiting people to interview, target both the big broad
mainstream and those on either extreme of the spectrum. An idea that suits an extreme user
will nearly certainly work for the majority of others. And without understanding what
people on the far reaches of your solution need, you’ll never arrive at solutions that can
work for everyone. More importantly, talking to Extreme users can spark your creativity
by exposing you to use cases, hacks, and design opportunities that you’d never have
imagined.

What tools can I use to understand people?

• Photo journal - a straightforward and very visual way to get a glimpse into how a person
lives his or her life and also helps empower individuals to tell their own stories
• Conversation Starters - all about getting a reaction and sparking dialogue. The idea here is
to suggest a bunch of ideas around a central theme to the people you’re designing for and
then see how they react.
• Analogous Inspiration - To get a fresh perspective on your research, shift your focus to a
new context. Analogous Settings can help you isolate elements of an experience,
interaction, or product, and then apply them to whatever design challenge you’re working
on.
• Collage - Having the people you’re designing for make and explain a collage can help you
understand their values and thought processes.
 • Card Sort - a quick and easy way to spark conversation about what matters most to the
people you’re designing for. By putting a deck of cards, each with a word or single image,
in someone’s hands and then asking them to rank them in order of preference, you’ll gain
huge insight into what really counts.
• Guided Tour - Taking a Guided Tour through the home or workplace of the person you’re
designing for can reveal their habits and values far better than talking to them on the street.
A Guided Tour is a great method to employ when you’re in the field.
• Draw it - a quick sketch, a graph, or a timeline is a fantastic way to bridge language barriers
and keep a record of your research. Drawing can also help the person you’re designing for
organize her thoughts visually and generally spur ideas and conversation in a different way
than talking.
• Resource Flow - organizing and visualizing how a person or family spends money, you’ll
see how it comes in, goes out, and opportunities for more efficiency in the system
How do I get started?
• Frame Your Design Challenge - Getting the right frame on your design challenge will get
you off on the right foot, organize how you think about your solution, and at moments of
ambiguity, help clarify where you should push your design.
• Create A Project Plan - Get organized, understand your strengths, and start identifying what
you’ll need to come up with innovative solutions.
• Build a Team - An interdisciplinary mix of thinkers, makers, and doers is just the right
combination to tackle any design challenge.
• Secondary Research - there will be moments where you’ll need more context, history, or
data than a man-on-the-street style Interview can afford. Social sector challenges can be
really thorny, which is why Secondary Research, whether done online, by reading books,
or by crunching numbers, can help you ask the right questions.

How do I keep people at the center of my research?

• Recruiting Tools - Before you start talking to the people you’re designing for, it’s important
to have a strategy around who you talk to, what you ask them, and what pieces of
information you need to gather. By planning ahead, and tracking who you talk to once
you’ve done it, you can be sure to have the right balance of experts and laymen, women
and men, people of different ethnicities and classes, as well as a full range of behaviors,
beliefs, and perspectives.
• Peers Observing peers - Get a glimpse into the community you’re designing for by seeing
how they document their own lives, learning from the people you’re designing for can also
mean empowering them do some of the research themselves and then share back with you.
You may also find that social and gender dynamics, or research around a sensitive subject,
like sexual health for example, may limit how much the people you’re designing for are
willing to tell you.
• Define your audience - Before you dig into your in-context research, it’s critical to know
who you’re designing for. You’re bound to learn more once you’re in the field, but having
an idea of your target audience’s needs, contexts, and history will help ensure that you start
your research
 • Immersion - There’s no better way to understand the people you’re designing for than by
immersing yourself in their lives and communities. The Inspiration Phase is dedicated to
hearing the voices and understanding the lives of the people you’re designing for. The best
route to gaining that understanding is to talk to them in person, where they live, work, and
lead their lives.
• How Might We - use the How Might We format because it suggests that a solution is
possible and because they offer you the chance to answer them in a variety of ways.

How do I make a prototype?

• Journey map - allows you to identify and strategize for key moments in the product,
experience, or service you’re designing. This simple Framework can help you think
through key moments for your customer as they experience your solution.
• Determine what to prototype - Make simple, scrappy prototypes to not only save time, but
to focus testing on just the critical elements. At this stage you should have a lot of questions
about how your idea should work. This is a great way to begin answering them.
• Rapid Prototyping - an incredibly effective way to make ideas tangible, to learn through
making, and to quickly get key feedback from the people you’re designing for.
• Storyboard - By visually plotting out elements of your product or service, you can learn a
lot about your idea. Not only will this method help you refine what your idea is, it can also
reveal who will use it, where, and how. Like all prototypes, the idea here is to make
something really rough as a way to help you think the idea through.
• Role Play - A quick and tangible way to test an idea or experience is to get into character
and act it out. A Role Play is a type of prototype that is not only pretty easy to build, but
can also help you get an idea, experience, or product in front of the people you’re designing
for quickly.
• Gut Check - Gather as many ideas as possible, brainstorm, and discuss how to evolve the
ideas. Let go of some, but keep core ideas. Make the mose promising ideas real.
• Get Feedback - Share what you’ve madr to get a variety of reactions to capture potential
users, and push ideas further.
• Integrate Feedback and Iterate - Share the feedback with the team to brainstorm how the
idea could change. Reflect on the feedback, and build it.
• Explore Your Hunch - Articulate hunch to team, and get feedback. Determine the best way
to explore the idea, be open to them, and capture them along the way.
• Download Your Learning - Pull key information about what you’ve gathered as a team.
Cluster information together to record discussion, and pay close attention. Download while
ideas are fresh.
• Share Inspiring Stories - Sharing each other’s compelling stories from the field, the report
on W-H questions. Organize and segregate categories for each person interviewed. Begin
to imagine solutions to improve.
• Find Themes - Sort down ideas, and look for patterns between categories. Arrange and
rearrange until satisfied with best idea for design.
• Brainstorm Rules - Come up with different ideas as much as possible while focusing on
the topic. Slowly build on having the best one.
 • Bundle Ideas - Move ideas around to form more complex solutions, and start clustering
elements. Think how the best element might live in a system to come up with full-on
solution.
• Create A Concept - Further refine ideas until it turns into a concept. Drive things from
problems to solutions, and everything that comes next.
• Design Principles - A fundamental piece of advice to make easy-to-use pleasurable designs.
Represents the accumulated wisdom of researchers for the design.
• Create Frameworks - Visual structure that helps organize the information, and ideas of a
problem to work more effectively.
• Mash-Ups - Mix and match of ideas and layer real-world examples on top of quality you
ate trying to design.
• Top Five - Cluster each researcher’s top five ideas, then sort them out by keeping key
ideas to evolve the design.
• Create Insight Statements - Give shape and form ideas while cutting them down to three to
five main insights that will drive towards solutions.
• Brainstorm - To tap into a broad knowledge and create ideas, to come up with as many
ideas as possible while following the brainstorm rules.

PHASE 3: Implementation

• Define Success - Create a timeline of your project to determine important milestones for
the solution, and understand what success looks like.
• Measure and Evaluate - Find out if solution has an impact that you want. Understand what
is right for you to develop your solution.
• Live Prototyping - A way of testing solution in the real-world which gives stress to your
solution to further develop it.
• Pilot - To have specific metrics to track whether outcome of the solution match with the
expectations.
• Build Partnerships - Identify key partnerships to help build funds, and sustainable revenue
for the design.
• Roadmaps - To guide researchers through timeline, and establish key milestones.
• Sustainable Revenue - To further sustain the design to its limits to ensure the venture. A
well-developed partnership is the key element.
• Staff Your Project - Essentially assign specific persons from the team for tasks according
to his/her capacity to work.
• Capabilities Quick sheet - Understand the feasibility of solution to know where the
organization will need to seek for help.
• Create a Pitch - Clarifying and refining of ideas upon presentations to convince different
types of people for the design.
• Funding Strategy - In order to get the design out into the real world, having a great start up
fund is important. Focus on short-term financial approach, while taking account the near
future.
 PHASE 1
1st Method: Conversation Starters
1st user:

2nd user:
3rd user:

4th user:
 5th user:

2nd Method: Expert Interview

6th user:
The interview was conducted through video call. Hence, a non-verbatim transcript is provided.

Interview:
1. How was your lifestyle before and after you serve as the SK chairman?
• It’s just normal, nothing has actually change before and after with my lifestyle, the only
difference is that it's more hectic, the schedule that I have serve as an official in our
barangay
2. What made you think to endorse as a candidate or to enter politics?
• Before running as an SK Chairman, I'm already into politics. When I was in college, I was
part of the student government for 3 years and then on my last year I was the youth
commissioner in Cebu City. Even before I run as the SK Chairman, I'm already in politics.
What made me run as an officer in our locality is that I believe that what I have done in
Cebu City, what are projects I have made as the youth commissioner in Cebu city, I think
I can also implement it here in our barangay. It would be ironic if I serve in Cebu City but
not in my locality. So that's why, when they set a new age for SK Official, I told myself to
I will run so that I can also serve our barangay
3. What do you feel about our government's actions towards the crisis we are facing today?

• Right now, I think the government is doing really their best to address the concerns or the
needs of the people like health care and other aspects the Social Amelioration Program and
subsidies in the DOLE. But I think they could have done preventive measures because
believe they started it too late, the banning of flights, the lockdown and the creation of
inter-agency task force. It came up too late. If we recall when Gloria Macapagal Arroyo
was the president and then we had the issue with SARS, they made a timeline as to when
they have started the creation of task force, committee in fighting the SARS, we can really
see that former president arroyo was really prompt in creating those committees while
President Duterte implemented things too late, they could have made the IATF earlier than
it was supposed to be, the way I noticed it, Covid-19 was known last January but their
actions were really made in march, their actions were implemented after covid-19 broke
out instead of being reactive I wish the government were proactive

5. Why do you think people are dissatisfied about our government? Isn't it the people who chose
them to be in their positions?

• They voted for the officials, it is them who selected the officials likewise it is also their
right to complain, they have all the rights and we don't take that away from them. What I'm
really asking them is to understand that we are all affected by this pandemic. They are
dissatisfied because of the situation; we are all affected yet we have limited resources. It's
normal for them to be frustrated because they also need it, however, sometimes they feel
unfair treatment without really evaluating. They have all the right to be dissatisfied, we
cannot force them to be satisfied.

6. Do you think people also affect the government's actions?

• Yes, people play a big role when it comes to fighting this pandemic. If people were just
obedient, they just adhere to the law about quarantine and all. we could have flattened the
crisis earlier. Whenever there's an issue, a lot of people will voice out in the social media,
a lot of decisions has been reverse already. Example, before there is no mass testing, people
were airing out their concern about it. There is the issue of Phil Health mandatory
contributions from OFW presented and because of people’s complaints in the social media,
the decisions have been reversed. I think that it is very important that people are proactive
and they want their voice to be heard but for those in positions should also be heard by
officials who's in higher positions about what they really want so that they can also make
the necessary policies that adheres the people.

7. You somehow stated that the government and the citizens is connected, we knew there are a lot
of issues during election like lack of information and vote buying, what can you say about this?

• I agree with the lack of information, before I've read some post after the election, he voted
for Bong Revilla and was asked "why he voted for bong revilla" and then he answered " I
don't know nobody other than him". We cannot really blame the people that they voted for
someone they knew but it should have been the states responsibility to educate the people
and as a citizen it is your moral obligation to acquaint yourself or to educate yourself. For
 those people who have internet access, access to social media, they could research, they
should have educated themselves on who to vote rather than depending on who bribed them
or the candidates your favorite celebrity is supporting. We cannot really blame the citizens
in the marginalized sector if they don't have access of information. There are some people
who don't even have electricity, how could expect them to have access? There should be a
rampant campaign about the election, consequences of the election, the sanctity of votes
and also knowing the officials.

3rd Method: Secondary Research

In order to gain some other insights from the voters, we have gathered two cites that might
be helpful in our design. One is a research journal from the PSA and another is a news article from
Inquirer.net.
According to Ereno and Langoyan (2018) in their Psychographics Study on the Voting
Behavior of the Cebuano Electorate, the model revealed that only educational attainment was a
strong predictor of the choice of preferences. It is recommended that other demographic profiles
such as religion, language spoken, etc. be considered as predictors of the choice of preferences.

Here is an abstract from their study:

“This study identified the attributes of a presidentiable/vice presidentiable that the Cebuano
electorates preferred and prioritized as follows: 1) has a heart for the poor and the needy; 2) can
provide occupation; 3) has a good personality/character; 4) has good platforms; and 5) has no issue
of corruption. It was done through face-to-face interview with Cebuano registered voters randomly
chosen using a stratified sampling technique. Canonical Correlation Analysis revealed that there
was a significant difference as to the respondents’ preferences on the characteristic traits of the
presidential and vice presidential candidates across respondents with respect to age, gender,
educational attainment, and economic status. The strength of the relationships was identified to be
good in age and educational attainment, moderate in gender and weak in economic status with
respect to the characteristics of the presidentiable. Also, there was a good relationship in age
bracket, moderate relationship in gender and educational attainment, and weak relationship in
economic status with respect to the characteristics of a vice presidentiable. The strength of the said
relationships was validated by the established predictive models. Moreover, perceptual mapping
of the multivariate correspondence analysis determined the groupings of preferred characteristic
traits of the presidential and vice presidential candidates across age, gender, educational attainment
and economic status. A focus group discussion was conducted and it validated the survey results.
It enumerated more characteristics that explained further the voting behavior of the Cebuano
electorates.” (Ereno & Langoyan, 2018)
Source:
Ereno, N. & Langoyan, JJ. (2018, December). Psychographics Study on the Voting
Behavior of the Cebuano Electorate. Retrieved from:
https://psa.gov.ph/sites/default/files/Session%205-
2%20A%20Psychographics%20Study%20on%20the%20Voting%20Behavior%20of%20the%20Cebuan
o%20Electorate.pdf

The second cite would be from Cathy Yamsuan, a reporter from Inquirer.net. She narrated
the late Sen. Miriam Defensor-Santiago’s statements towards the problems with elections and how
uneducated voters voted for uneducated leaders. She stated that the criteria to become a registered
voter should not solely depend on the age requirement especially in 21st century. “If a person is a
borderline moron, why should his vote equal the vote of a college graduate?” she said. She
wondered why a policeman needs to have a college degree but the same requirement is not imposed
on those aspiring to become senators and congressmen and applying that most voters only voted
for some because they were seen on TV or in any movie. Santiago said they were only applying
“visual tests” on the candidates and not the complete tests needed to be done when choosing a
leader.
“If majority of the voters are not educated, then there is no reason why one vote should be
equal to another vote. Not all votes are equal,” she said.

Source:

Yamsuan, C. (2012, November). Santiago: Most voters, leaders not educated. Retrieved
from:https://newsinfo.inquirer.net/312071/santiago-most-voters-leaders-not-educated.
 PHASE 2
1st Method: Create a concept

1st Draft:

2nd Draft:
 2nd Method: Get a Feedback

This is a transcript feedback from the expert (SK Chairman) that was interviewed:

8. We have designed a prototype, an app to educate people about our government, it contains latest,
daily and trending news about the situations here in our country. It also contains the branches of
the government like executive, legislative, constitution and etc... This could help educate our
people before, during and after the election. Can you analyze and evaluate this design for me.

• It’s a good point, a good app not only for news but I think this is redundant and there is
storage and data consumption, it is already in the official gazette so I don't know what
would be the difference of this app. They will say, why would I download this app when I
can google it? With regards to the news part, you will be collecting or collating the news,
I think that's good part but there are a lot of website that they have also the news. Other
social website is updated. But it’s kind of useful for election. people are into technology
others are not so you should be convincing.

Here’s another feedback from the other users:

 3rd Method: Integrate feedback and iterate
To integrate the feedback, we have decided to continue with the mobile application but we
also considered how it will be different from online searching and how will we make sure that it
is sustainable and accessible to all people. Here’s list of things we have added to the design:

1. The mobile app will store all data base information of all current government officials
(including credentials and achievements), constitution and government agencies (it will be
linked to their official website for further information needed). In this way, all information
needed will be in one place for easier and more convenient way of searching through
different search engines.
2. The mobile app will be sustainable through updating daily and legit news with hired
workers for this job to avoid fake news. There will be a control team assigned to monitor
the app in case malfunctions occur.
3. We will try our best for the app to be available in all mobile app stores: Google Play, App
Store, Amazon, etc. For those who cannot access mobile app stores, the team will try their
best to organize with barangay officials to open a digital device in their office containing
our app that would be available for public users who cannot access internet.

PHASE 3
1st Method: Funding Strategy

Key Partners:
1. Google
2. Apple
3. Government Agencies
4. IT graduates
5. CS graduates
6. Users

Key Stakeholders:
1. Employees
2. Investors
3. Government Agencies
4. Local Government Units
5. Local Community
6. Local Institutions
 2nd Method: Staff Your Project

Project
Manager/
Team Lead

Software Architect/ Research

Design Team Control Team
Software engineers Team

Does the Works with Maintains the Researches

designing of the design integrity and up to date
the app team to security of the legit
successfully app and information
create and reports to the and up to
operate the software date news
app engineers in and other
case they’ve government
detected updates
some
malfunctions
3rd Method: Roadmap
A Collect information needed for the app 3 months -
B Collect funds from key stakeholders 2 months -
C Collaborate design team and software experts 3 months A,B
D Live prototype 1 month C
E Pilot 5 months D
F Official launch of the mobile app 1 month E

3 mons

3 mon 1 mons 5 mons 1 mon

A
2 mons C D E F
B
=
=
 GANTT CHART ON THE PLAN OF ACTION

2020 2021

May June July Aug Sept Oct Nov Dec Jan Feb Mar April May

List of ideas:
1. Mobile App - 1
2. Framework Learning - 3
3. Monthly Open Seminar - 2

PROTOTYPE: Your ChoicePH

This will be the official logo and cover of the mobile app
once it has been downloaded into the mobile device. The
user will have to click the logo in the middle to enter the
app.
Once the user has tapped the logo/icon, the app will bring
him/her to the home page where the meaning and purpose
of the app is displayed. An arrow will appear to help guide
the first-time users of the app.

The menu bar will show you all the sections of the
app.
All sections have sub-sections where all the information
needed are contained and located.

An arrow facing upwards at the bottom right of the

screen will bring you back to the home page. A location,
contact, and Facebook link of the creator will be
displayed at the bottom part of the screen.
FEEDBACK ON THE PROTOTYPE:
REDESIGN OF THE PROTOTYPE:

Originally, the sub-sections of the Upcoming

Elections section were only the calendar and the
Political parties that will be running. As per the
request/suggestion/feedback of one of our user, we
have added the Candidates and Qualifications sub-
sections where the credentials of the running
candidates will be displayed and the qualifications
for each positions.

-END-