HUMAN CENTERED DESIGN

• is a creative approach to problem solving (a way to solve problems creatively; focusing on the customer’s
preferences)
• 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:
o Building a deep empathy with the people you’re designing for (putting your self on the shoes of others
when you design things)
o Generating tons of ideas
o Building a bunch of prototypes
o Sharing what you’ve made with the people you’re designing for; and
o Eventually putting your innovative new solution out in the world
• To find the right solution for the problem you have identified.

DESIGN-THINKING PROCESS
• is an innovation process that encompasses the full array of innovation activities with a human-centered focus.
(certain processes you have to follow)
• Human-centered innovation - is powered by gaining a thorough understanding of what customers really want
and need in their lives.
o It tells us what they like or dislike about the way particular products are made, packaged, marketed, sold,
and supported (Brown, 2008)
INSPIRATION PHASE
• Having the strong foundation, your basis in the first place on how your understanding would be
grounded
• Why are you doing this?
• Also about learning about people, finding problems that we need to solve to make their lives better
• Observation, surveys, interviews

IDEATION PHASE
• In depth analysis of the problem identified
• Series of brainstorming sessions to come up ideas to address the problems
• Evaluate the idea and select the most promising ideas.
• Creation of creative solution

IMPEMENTATION PHASE
• Test out the improvement
• Process of turning your ideas into tangible solution
• The key idea of prototyping is just to stimulate the interaction with the design and dissemination
helps evaluate the idea overall

“Design is not just what it looks like and feels like. Design is how it works.”
- Steve jobs, Co-founder Apple

Thomas Edison
• Invented the lightbulb
o which undoubtedly was a significant innovation in itself from a pure engineering perspective
• he understood that the lightbulb alone would be of no use to people
o so, he also created “a system of electric power generation and transmission to make it truly useful”

KEY ELEMENTS
PEOPLE-CENTERED
• Empathy is key

HIGHLY CREATIVE
• Integrative thinking is key
o Embrace wild ideas
o To think everything as an interconnected part.

HANDS-ON
• Experiments with trial and error are the keys
o Understand the root causes and the underlying fundamental issues.
ITERATIVE
• The road to success does not follow a straight line
o Diha nimo makita ang lapses sa imong program.
o You can pass it on another system, another business, and another set of people.
o Embrace iterative work.
o You can see if your proposal is perfect or not.

ANALYTICAL THINKING
• On the technical perspective, making sure the product, service, or idea is 100% reliable, it functions correctly
and effectively

INTUITIVE THINKING
• How valid is your solution based on the need of the users.
• More of qualitative approach considering the feelings of your users.

DESIGN THINKING
• Having both quantitative and qualitative thinking at the same time

To make a very good innovation,

you have to have the three
qualities:
• Desirability (human needs)
• Viability (business needs)
• Feasibility (technical needs)

To assess if your proposals are

aligning to creative idea, which is
the innovation, you need to meet all
three qualities.
Innovation should be invention and execution at
the same time.

ULTIMATE GOAL
EMPATHIZE
• Create an empathy map.

• To make empathy effective is through personal observation

DEFINE
• Process and synthesize the findings in order to form a user point of view that you will address.
o USER: develop an understanding of the type of person you are designing for
o NEEDS: synthesize and select a limited set of needs that you think are important to fulfill
o INSIGHTS: express insights you developed and define principles

“Framing the right problem is the only way to create the right solution.”
• Create a Point-of-View Statement, following this line

o This statement on what you generate on your empathy map.

o Lead to your how might we question.
✓ Usually solve by the creative idea you’re trying to address
• How might we question should be related to your POV statement.
IDEATE
• Focus on idea generation.
• You translate problems into solutions.
• Explore a wide variety and large quantity of ideas to go beyond the obvious solutions to a problem.
o CREATIVITY: combine the un/conscious with rational thoughts and imagination
o GROUP SYNERGY: leverage the group to reach out new ideas and build upon other’s ideas
o SEPARATE THE GENERATION AND EVALUATION OF IDEAS to give imagination a voice
o CHALLENGING ASSUMPTIONS - unload all assumptions about the user and the challenge
o SKETCHING EXERCISE

“It’s not about coming up with the ‘right’ idea, it’s about generating the broadest range of possibilities.”
PROTOTYPE
• are effective for communicating intent & feedback with everyone.
• Build to think.
• A simple, cheap and fast way to shape ideas so you can experience and interact with them.
o START BUILDING - Create an artefact in low resolution. This can be a physical object or a digital clickable
sketch. Do it quick and dirty.
o STORYBOARD - create a scenario you can role play in a physical environment and let people experience
your solution

“Build to think and test to learn.”

TEST (implementation)
• Ask for feedback on your prototypes.
• Learn about your user, reframe your view and refine your prototype.
o SHOW: let people use your prototype. Give it in their hands and let them use it. Listen to what they say.
o CREATE EXPERIENCES: let people talk about how they experience it and how they feel

“Testing is an opportunity to learn about your solution and your user.”

“You cannot solve a problem with the same mind that created it”
- Albert Einstein