What Is Human-Centred Design

Running head: WHAT IS HUMAN-CENTRED DESIGN? 1

What is Human Centred Design?

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WHAT IS HUMAN-CENTRED DESIGN? 2

The contemporary world witnesses a plethora of challenges as the society grows diverse

and more uncertain than ever before. Organizational stakeholders have responded to these

difficulties by employing differentapproaches in an attempt to remain competitive in the

changing business environment (Leverenz, 2014). The Twenty-first Century presentsfast-paced

changes affecting most human perspectives including consumption behaviors, the perception of

new products, and a growing complexity of hidden consumer needs. As such, the concept of the

human-centred design plays a significant role in creating solutions to the above changes.The

human-centred design emphasizes on the essence of integrating technological shift with people’s

needs and society as a whole. The concept brings together creativity, product design, research

capabilities among market researchersand development (R&D) analytical (Shin, 2014). The

human-centered design ensures that facilities, products, and services are useful and interactive

with the users, rather than being a source of problems. This paper discusses the methodology and

principles of human-centred design and their relationship with design thinking.

What is Human-Centred Design?

The human-centred design owes its development to semi-scientific disciplines including

ergonomics, computer science, and artificial intelligence (Norman 2013). In ergonomics,the

human-centred design is an approach to the design and development of systems aimed at making

them more useful and interactive with their users. This definition focuses on the use of systems

and applying social factors, utility knowledge, and techniques(Kumar, Maskara&Chiang, 2014).

The human-centred design has six core characteristics. They include the adoption of

multidisciplinary know-how and dimensions, clear understanding of end-users, tasks, and

environments, user-centric assessment refined design, the account of user experience, iterative

WHAT IS HUMAN-CENTRED DESIGN? 3

process, and last not least, the involvement of users during the design and development of a

product or service (Norman 2013).

The human-centred design proposes seven stages of human action that help designers to

bridge the gulf of execution and that of evaluation. The stages of implementation include plan,

specification, and performing. On the other hand, stages of evaluation include perceiving the

state of the world, interpretation, and comparison of the outcome (Norman 2013). Most behavior,

therefore, will require some of the stages but others remain unnecessary (Norman 2013).

However, it is worth noting that a sequence of activities is evident in which multiple loops of

feedback are used to direct further activities (Norman 2013).

The human action has three levels including visceral, behavioral, and reflective. The

physicalactivities involve people making quick and subconscious responses without awareness or

control (Shin, 2014). These reactions are only sensitive to the prevailing circumstances of the

situation. Immediate perception of designers describesemotional responses. The developers find

their products appealing concerning appearance, smell, sound or touch with no regard tothe

usability, understanding, and effectiveness of the product (Norman 2013). The behavioral level

has two fundamental characteristics, which include actions and analyses of products, services or

systems. This level is critical as it aligns activities of designers with the goals of designing.

Therefore, weighing of actions against expectations is essential(Shin, 2014). Positive

expectations come with positive outcomes (Norman 2013).

Last but not least, the reflective level entails cognition of designers. There is

unfathomable understanding, reasoning, and conscious decision-making taking place at the

reflective level (Norman 2013). A lot of analysis takes place at this level since it is slow, in-

depth, and cognitive. The designer takes a close look at the product, service, or system evaluates

WHAT IS HUMAN-CENTRED DESIGN? 4

the circumstances and actions surrounding (Norman 2013). The designer can predict likely

causes. It is worth noting that design must take place at the three levels of processing (Norman

2013).

Principles of Human Centred Design

Norman (2013) acknowledges that a mismatch between human competencies and

technological requirements is highly anticipated to occur (215). In this regard, to make good

designs the author proposes several principles that designers need to considerwhile preventing

error.It is critical to assume that mishaps will occur so as to undertake appropriate measures to

elude them from happening (Bunch et al., 2015).This section discusses these design principles.

First, the designers should put the knowledge needed to manipulate and put the world’s

technology into operation. This guideline does not require the developers to put all the

knowledge in the head. Rather, it is important to use technology when the people in the firm

have acquired adequate know-how. This situation will ensure that the individuals can perform

without in the world. This principle implies that the experts can utilize the technological

knowledge in the world in the design process to elude the chance of errors.

Second, the designers should use the power of natural and human-made challenges

including physical, logical, semantic, and socio-cultural. This design principle emphasizes the

need to apply power to force functions and physical mappings (Norman 2013). The third

principle entails bridging the gulf of execution and that of evaluation. Making everything

conspicuous both for implementation and evaluation is critical to preventing error in the action

stages. The application side requires the individual to avail ‘feed-forward’ information while

feedback information is necessary when evaluating the undertaking(Bunch et al., 2015). The

WHAT IS HUMAN-CENTRED DESIGN? 5

results of each action in the two gulfs should be available to enable the determination of a

system’s status in a consistent form with people’s goals, plans, and anticipations (Norman 2013).

Human Centered Design Methodology

The human-centred design process comprises several methodologies which guide

individuals to identify the right problems and find the right solutions. The spiral methodis one of

them, which consists of activities such as observation, ideation, prototyping, and testing(Bunch

et al., 2015).The four accomplishments are iterated and carried out in a repetitive cyclic manner,

hence the world spiral. The method adopts the double-diamond design of divergence-

convergence. Observation is the initial activity of the method (Norman 2013). It entails research

for information to determine customers’ needs and gauge whether they will consume the

products or services of the firm. The researchers reach out to the customers to study their

interests, motives, and actual needs (Norman 2013). From observation, the designers can define

the real problem and develop products that are people-centred. The observers must ensure that

they guide their research to focus on the target audience.

Ideation entails generation of the idea following a dedicated identification of people’s

needs. It can be done for both of the double diamonds to find the problem and to find the correct

solution (Norman 2013). This phase requires creativity and idea generation methods fall under

this activity. Here, major features include generation of liberal ideas without regard for the

preconceived constraints. The designer is encouraged to avoid criticizing other people’s thoughts

since the obvious one could contain creative insights that are convertible into useful products or

services. Prototyping involves putting each idea into test through mock-up of possible solutions

(Norman 2013). The Wizard of Oz method falls into this category, where mimicking of

enormous and powerful systems before building them. The method can be useful in the product

WHAT IS HUMAN-CENTRED DESIGN? 6

development stage. Prototyping during the product specification stage ensures a proper

understanding of the problem(Bunch et al., 2015).

Testing involves introducing the newly designed product or system to a small group of

people from the target audience. This activity provides the designers with the opportunity to

gather information through feedback concerning the prototypes. Testing the prototype using

groups or pairs of people who can discuss their feelings and experiences can provide crucial

information to the designers for modification or improving the design(Kumar, Maskara&Chiang,

2014). Testing occurs at the production specification stage. Iteration in human-centred design

process enables continual improvement and refinement of the product or system. It ensures

rigorous observation, prototyping, and testing (Norman 2013).

Design Thinking and its Relationship with HCD

Design thinking is a discipline that utilizes the sensibility and methods of a designer to

match users’ needs with technologically feasible and viable business strategies meant to drive

customer value and establish market opportunity (Leverenz, 2014). Design thinking entails lots

of perspiration. It incorporates fundamental customer insights in depth and rigorous prototyping

(Norman 2013). The primary aim is to go beyond the assumptions that hamper effective

solutions. Design thinking involves optimism, construction, and experiential mechanisms to

address the needs potential users of products, services, or systems (Vardouli, 2015). Businesses

have embraced design thinking to boost innovation and help in differentiating their brands as

well as quick availing of their goods to the market.

Design thinking relates to human-centred design in that it taps into capacities that most

out-mode problem-solving practices often overlook (Norman 2013). It focuses on creating

services, products, and systems that are user-centred. It relies on the ability of designers to be

WHAT IS HUMAN-CENTRED DESIGN? 7

intuitive, recognize patterns, and construct ideas that have emotional and functional implications.

Deign thinking processes embody three overlapping spaces including ideation, inspiration, and

implementation(Kumar, Maskara&Chiang, 2014). Inspiration involves identification of a

problem or opportunities that provoke the search for solutions. Ideation is the process that seeks

to generate, develop, and test ideas. Implementation is the path that designers use to move from

project phase into users’ lives.

Design thinking helps to develop ideas and transform them into systems, products or

services that are usable, enjoyable that people buy primarily because of their usability. Design

that fails to serve the needs of the people fails as people hesitate to purchase it. The design is the

totality of user experience comprisingsatisfaction, understandability, usability, and functionality.

However, a great design requires to be produced reliably, efficiently and most importantly on

schedule.

Human-Centred Design Understanding of Humans

Human-centred design pictures people as the focal determinants of the design process.

HCD starts from establishing a deep empathy and understanding of human needs as well as their

motivations (Kumar, Maskara&Chiang, 2014). The multidisciplinary perspectives of people are

essential in the creation of successful designs. HCD gains significant benefits from the input of

varied perspectives and the creativity of individuals. Humans are not simple beings. Rather, they

are complex regarding the needs and preference. HCD takes into account of this complexity of

people as essential to producing great designs that are understandable and usable (Norman 2013).

Human behavior should be understood the way it is rather than the way designers would

wish it to be. In this vein, developers should not focus too much on technological requirements

while ignoring people (Norman 2013). In fact, technological breakthroughs can create problems

WHAT IS HUMAN-CENTRED DESIGN? 8

for the people if thehuman-centred design fails. Designers ought to establish a strong

understanding of technology and psychology of human beings. The psychology of individuals

has been shown to remain the same despite growing technological changes in the world. The

knowledge of the human psychology should be an essential component of the design process.

Ignoring people’s perspectives create problems which hinder the usability of products, systems,

or services (Norman 2013).

Good design must put the psychology aspect of individuals first. The human mind has

been shown to be immensely complex since it has undergone through a long evolutionary period

resulting in the development of specialized structures (Norman 2013). As such, the studies of the

human mindthrough multiple disciplines including social sciences, cognitive science, and

neuroscience among others have all converged to the conclusion that the understanding is till

mysterious (Norman 2013). One of the most cited mysteries is the difference between conscious

and unconscious human activities executed from the mind. People are unaware of the many

subconscious operations of their brains(Bunch et al., 2015).

Through his extensive experience as an industry consultant, Norman explores human-

centred design in a more practical approach. He uses everyday practices and activities in which

HCD has been applied and delivered desired results. The topics discussed in the new edition of

the book everyday things feature examples that are modern and can be relevant till 2038. The

principles of psychology will remain unchanged as long as other things surrounding human-

centred design will change. This approach renders numerous studies of human-centred design

ineffective in addressing the topic in modern times.

WHAT IS HUMAN-CENTRED DESIGN? 9

Conclusion

This paper has explored human-centred design broadly beginning with its conception,

through its principles, its relationship with design thinking, and the understanding of individuals.

HCD focuses on the use of various methods to ensure that products, services, and systems meet

the needs of the people. Usability is a vital prerequisite of good designs.The human-centered

design applies in numerous disciplines including engineering, social platforms, business and

industry, and healthcare. The general idea of HCD is to enhance usability, functionality of

products or systems all aimed at meeting the desired needs of the people. It ensures that the

resulting product is easily understandable and usable. Additionally, HCD process ascertainsthe

accomplishment of desired tasks as well as making the effect enjoyable besides yielding positive

outcomes. Users of designed products, services or systems should feel the pride of utilizing

them. Their reliability and effectiveness should cause joy among the users. Therefore, it is worth

noting that the human-centred approach provokes thinking, creativity, and self-motivation

thereby increasing the likelihood of achieving the desired goals in any production process.

WHAT IS HUMAN-CENTRED DESIGN? 10

References

Bunch, L., Bradshaw, J. M., Hoffman, R. R., & Johnson, M. (2015). Principles for Human-Centered

Interaction Design, Part 2: Can Humans and Machines Think Together?. IEEE Intelligent

Systems, 30(3), 68.

Kumar, A., Maskara, S., & Chiang, I. (2014).Building a prototype using Human-Centered Design to

engage older adults in healthcare decision-making. Work, 49(4), 653-661.

Leverenz, C. S. (2014). Design Thinking and the Wicked Problem of Teaching Writing. Computers and

Composition, 331-12.

Norman, D. A. (2013).User-centered system design. New Perspectives on Human-Computer Interaction,

L. Erlbaum Associates Inc., Hillsdale, NJ.

Shin, D. (2014). A socio-technical framework for Internet-of-Things design: A human-centered design

for the Internet of Things. Telematics and Informatics, 31519-531.

Vardouli, T. (2015).Attitudes to human-artifact engagements. Design Studies, 41(Part A), 137-161.

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