A quick review on Human-centered design and Design Thinking

1. Human-centered design thinking

2. What is Design Thinking?
A way of designer like thinking that helps us to innovate
and solve problems.
Retrieved from https://www.nngroup.com/articles/design-thinking/

3. Defining Design Thinking
A systematic and collaborative approach to
improve peoples’ life experience through
an understanding of their needs,
behaviours, thoughts, cultures, and values.

4. Start with ‘why?’
✤ to understand the value and belief of people
you are creating this for.
✤ to capture unnoticed and unmet needs.
✤ to develop wide and fresh solutions.
✤ to avoid potential pitfall of implementing
the wrong solutions.

5. How do we discover peoples’ ‘real value’?
✤ Pay attention to the users’ actual behaviour.
✤ asking what they want ends up an imagination.
✤ firm evidence comes from what they do, feel, did, and felt.
✤ Research the users’s behaviour (fact) by using;
✤ Ethnography (on-site observation of users’ behaviour)
✤ User-interview (focus on users’ past experience)

6. Set the research question
- Ethnographic approach -
Hypothesis
Development
Hypothesis
Testing
Apparent
Problem
Unnoticed
Problem
Social Listening
In-depth
Interview
Group Interview
Questionnaire,
A/B TEST,
(Qualitative
research)
Ethnography

7. Set the research question
✤define "How Might We ...?" question.
✤ "How" ... design research approach aims to generate
innovative outcome through an interactional
process with the world, thus, need to create
question(s) focus on the "How".
✤ "Might" … not to limit ideas to breakthrough, the
word ‘might’ is employed.
✤ "We" … including clients, the approach raises a
sense of ownership.

8. Set the research question
✤ for example; how might we promote the
connections among students in an
international university?
✤ as the research approach takes an
inductive approach, the question in the
initial stage tends not to be specific.

9. “What people say, what people do,
and what they say they do are entirely different things.”
Margaret Mead (Anthropologist)
It’s not saying people lie.
It’s saying much of our daily behaviour is unconscious.
We might not know why, or how we do something,
We’re embedded in our physical, or social context,
Therefore, the ethnographic (observational) method could provide us new insight.

10. “Appendix”

11. ✤ HCD incorporates a broad set of practices to understand and address
peoples’ needs. The approach is applied to invention of intangible services.
Human-centered design is an approach
Human-centered design
Service Design
Experience Design
UX
UI

12. Highly People centered approach
✤ Start with peoples’ needs.
✤ To generate effective solutions, we need to discover and
understand the logic of peoples' thinking, feeling, and
behaviour.
✤ Watch, Listen, and Talk with the people.
✤ Empathic understanding is the key. Capture the
peoples’ frame of reference.

13. Why design thinking matters?
Design thinking in business context = Brand building
✤ Brand is one of the most valuable and beneficial
assets which offers a pivotal point of difference and a
sustainable competitive advantage to a business.
✤ Customers have a range of interaction with
companies and increasing choice in product and
service selection. Today, brand is a sum of customers’
experiences via many touchpoint with a company,
many of which can be shaped by interaction design.