What Is Human Centered Design and Why Is It So Important?

According to one study, over 65% of people felt that being emotionally connected to a brand made them feel like the company cared about them.

Human-centered design is a creative design process that’s meant to solve a problem for the end-user. The end-user is put at the center of this approach from start to finish and keys in on the person’s behavior, problems, and needs.

It is important to dive deep into the lives of the people you’re trying to influence. The process of reaching consumers isn’t black and white anymore. People want to be seen, heard, and understood, and they’re loud!

Let’s take a look into the phases that make up human-centered design.

Empathize With Your User

Put yourself in your user’s shoes. No really, do it. Immerse yourself into their community, current situation, and mindset. What do they look like? How old are they? What are their pain points? Also, consider their technological expertise so you can be inclusive.

By observing your user from their point of view it will give you a fresh perspective on their lifestyle and behavioral patterns. Building empathy with your group is essential to making sure your product understands them.

Define the Problem

Ask the right questions. Now that you’ve observed your group and understand their lives, well what are their pain points? Start wide and then narrow down to a core problem.

For example, “We need better-fitting shoes.” Why do they need better-fitting shoes? Is it for hiking? Do they have bunions? Do they work on their feet 8hrs a day? It is important to narrow down to the core of who your user is and why they are experiencing this problem.  

It may be helpful to attend a design thinking course to further push the boundaries with the help of professional coaches.

Ideate Solutions

It’s time to start brainstorming. Your product idea should still be fully centered around your user at this point. This is where you create as many solutions as you can to the problem you came to terms with.

This process should be as creative as it can be. Have different team members contribute their perspectives on the problem and share their solutions as they go. This should feel like a burnout towards the end! No idea is a bad idea, the more the merrier. 

From here, you can start narrowing down on what solutions may work better for the end-user, until you finally get to one! Don’t be afraid to go back to step one, and empathize with your users, gain more inspiration, and even let them be the voice of your product. 

Build Your Prototype & Test it

Okay, so you have your solution. Now build! This is the time to make as many errors as possible because you’re still learning what variations will work best for your user. 

A prototype is a low-cost estimation of what your final product would be like. This allows users to test your ideas and ensures that you are on the right path. The goal is to turn your idea into something tangible that the individual who faces this problem can utilize.

Consider writing a test script that considers the limitations of your product. Users should expect that this is a prototype and some areas will not be present because of it. Describe how the product should be used through imagery, set the scene for the user, and provide realistic content. 

Building prototypes creates a feedback loop. Users share their personal insight on the product and how the company can improve on it, and then the company uses this information for their next approach.

Implement

Now that you have a deep understanding of your user and how you can solve their problem, it’s time to put your product out! It’s imperative to always keep working on your design and constantly improve it based on feedback and testing. 

Human-centered design can not only help you increase customer loyalty but also increase revenue. 

Human-Centered Design Is The Future

The language of the market has changed. People want to connect with products and the companies they buy from. It’s time to flip the switch and make human-centered design your core product approach. 

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