For latest version: please go to https://academicentrepreneurship.pubpub.org/pub/9twu80ml/release/3 90% of new products fail as a result of a disconnect between what the customer wants and what the company thinks the customer wants. Human-centered design aims to narrow the gap between customer and company through a deeper understanding of customers and their needs, motivations, and desires. Human-centered design is an iterative process: investigate, ideate, iterate, and implement. Design research focuses on the deep story—to understand the many, deeply understand a few. Human-centered design is a team sport and is learned in the field, with an emphasis on qualitative data collection.