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- 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.
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Hartung, Helge and Rottenberg, Sarah
"Human-Centered Design: Understanding Customers’ Needs Through Discovery and Interviewing,"
Academic Entrepreneurship for Medical and Health Scientists: Vol. 1
, Article 5.
Available at: https://repository.upenn.edu/ace/vol1/iss4/5