GUIDE HUMAN-CENTRED DESIGN FOR ENTREPRENEURSHIP
CHAPTER 1 – Human-Centred Design. What is HCD? Definition Human-Centred Design (HCD) can be defined as a method bringing purposes to means, by considering user requirements, and as an interaction model working through incremental functional analysis and participatory design. IDEO.org, a design and consulting firm with offices in the U.S.A, England, Germany, Japan, and China uses the Design Thinking approach to design products, services, environments, and digital experiences. IDEO states that HCD “is a process that starts with the people you are designing for and ends with new solutions that are tailor made to suit their needs”. Human-Centred Design consists of three phases:
Inspiration phase to learn directly from the people the company is designing for by immersing in their lives and coming to deeply understand their needs - understanding the problem by engaging with the community Ideation Phase to make sense of what was learned; identifying opportunities for design, and prototyping possible solutions - refining ideas, ideation Implementation Phase to bring the solution to life and eventually to market. The solution would be more likely to be a success because the very people who are meant to be served by the solution are kept at the heart of the process and in prototyping
1.1 What is the difference between Design Thinking and Human-Centred Design? Design Thinking was popularized by Stanford’s d.school, also known as the Hasso Plattner Institute of Design at Stanford, which is a design thinking institute based at Stanford University. Design Thinking is an iterative process used to understand users, challenge assumptions, redefine problems and create innovative solutions to prototype and test. Solutions refer to products, processes or services to be used by a person or a group of people.
Figure 1. Design Thinking process, scientific diagram (dschool; licensed under the Creative Commons AttributionNonCommercial-NoDerivatives 4.0 International license).
