We’ve been talking a whole lot about engaging design in this blog. Why?
Because engagement, or “human-centered design” (HCD) is a process we use to create new, sustainable solutions that will better the world—be it through products, services, cultures of innovation and digital experiences.
This process was deemed “human-centered” by IDEO, the design thinking pioneers and renowned design and consultancy firm founded by Stanford University professor, David Kelley, Bill Moggridge and Mike Nuttall.
According to IDEO, HDC will help your organization:
1. Connect better with your customers
2. Transform data into actionable ideas
3. See new opportunities
4. Increase the speed and effectiveness of creating new solutions
To help us understand HCD a little bit better, IDEO created the three-lens model as a guide to help us during the design process.
As you can see, the HCD process begins with listening and understanding the people we want to affect with our solutions through the first lens, the Desirability lens. As we examine their needs, dreams, and behaviors we can come to identify a range of what is desirable to them. We can then start to view our ideas and solutions through the lenses of Feasibility (what is technically and organizationally feasible) and Viability (What is financially viable?) like this:
As you can see from the graphic, the most effective ideas and solutions that come out of this Human-Centered Design approach will overlap all three lenses.