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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

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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