Human Centered Design

The three stages of HCD

As a working method, human-centered design has three stages: HEAR, CREATE, and DELIVER. In each of these developmental stages, as required, we draw on a diverse set of supporting methods, which we use first of all to design, then to test, and ultimately to finalize the services.

In the HEAR stage, we gain a better understanding of the customer and the project’s starting point. We then clarify the project mandate and the contextual framework of questions and problems. We also collect as many opinions as possible through direct customer contact and pool existing internal and external expertise to form the basis of the next stage.

In the CREATE stage, we transform knowledge from its current reality into future possibilities by looking for patterns in the flood of collected information that can be turned into a cohesive whole. The CREATE stage is shaped by changes in mindset: we examine new ideas and contradictory approaches critically and consider potential solutions in a creative way.

In the DELIVER stage, we first finalize ideas in order to test them. This step allows us to identify why something does or does not work. We do this with passion and detachment: both qualities are needed so that we can put different ideas to the test while knowing that most of them will be discarded.

The three principles of HCD

The following three principles form the basis of human-centered design:

  • Creating value for customers is key. Sensible services for customers stay on the market for the longer term.
  • Innovation is the result of a methodological procedure combined with a creative working method and uncompromising cooperation.
  • An action-oriented and error-tolerant learning culture promotes individual initiative and responsibility.