Date of this Version
9-30-2019
Document Type
Book Chapters
Summary
- 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.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Recommended Citation
Hartung, Helge and Rottenberg, Sarah
(2019)
"Human-Centered Design: Understanding Customers’ Needs Through Discovery and Interviewing,"
Academic Entrepreneurship for Medical and Health Scientists: Vol. 1
:
Iss.
4
, Article 5.
Available at:
https://repository.upenn.edu/ace/vol1/iss4/5