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Understand human needs involved

Understand human needs involved
  • Learn about difficulties people face

  • Empathise with human-centred approach

  • Gain an empathic understanding of a problem you are trying to solve

  • Uncover people’s latent needs and desires in order to explain their behaviours

  • Understand people’s experiences and motivations including their environment

  • Find out more about an area of concern through observing, engaging with people

  • Set aside your own assumptions in order to gain insights about users and their needs

  • Immerse yourself in the physical environment to have a deeper understanding of issues involved

Empathy helps us gain a deeper appreciation and understanding of people’s emotional and physical needs, and the way they see, understand and interact with the world around them

Ask What-How-Why


Functionality and features

Addresses what things people can do with a product – its functionality


Accessibility and aesthetics

Relates to the design of functionality in an accessible and aesthetically pleasant way


Motivation and values

Involves educational guess about person’s motivations and emotional drivers for adopting a product





Re-frame and define a problem in human-centric ways


Analyse observations and synthesise them in order to define core problems. Instead of defining a problem as your or company desire such as:

Re-frame and define a problem in human-centric ways
Our goal is to leverage the usage of the new Google Maps live traffic informationis a feature on Google Maps that displays traffic conditions in real time on major roads and highways feed across travel-market share among business class travellers by 3.5.% by the end of this year.

A much universal and practical way of definition would be:

Business class travellers should take an advantage of new Google Maps live traffic information feed in order to maximise their productive time while travelling.

Gather great ideas to establish features, functions and any other elements that will allow them to solve the problems.

How are we going to trigger an action so business class travellers start benefiting from newly introduced Google Maps features.



Human-centred problem statement

Human-centred problem statement
  • Previous steps are analysed and synthesised

  • In the end, use another technique to test the idea

  • Be open to free thinking and to expand problem space

  • Think outside the usual and established to identify a new solution to a problem

  • This is a non-linear process but at this stage, one should already end up with a human-centred problem statement


Consciousness distribution
Knowledge exchange
Beta epics design



Adopt a hands-on approach


Inexpensive and scaled down version of a solution or features within a product in order to investigate the problem solution generated in the previous stage.

  • Leave improvisation behind

  • Experimental phase to be able to identify the best possible solution

  • Get an idea about the constraints and present problems, get a more informed perspective of how real users would behave, think, and feel when interacting with the product



Develop a solution to a problem

  • Test conditions of use

  • Empathise and see how people think, behave and feel

  • Redefine one or more problems and inform the understanding of users

  • Derive as deep an understanding of the product and its users as possible

  • Alterations and refinements are made in order to rule out problem solutions



Understand available options


This strategy or also the Design Thinking process is designed to be perfectly iterative and focused on enhanced collaboration between product designer and the real world.

Bullet-proof product design execution
  • Communicate who you are

  • Minimise users expense of time and effort

  • Show clear understanding of options available

  • Design navigation that makes sense on its own

  • Expose main product offering and work with polyhierarchy

  • Show the difference and introduce yourself or your products

  • Minimise the number of clicks to be able to make a preliminary decision

  • Satisfy the need for an understanding of a product existence at first instance

  • Forget iconography on its own, unless you have made a research dedicated to this area

  • The less you offer the better and the higher overall value is perceived (more clutter often means lower quality)

Tackle product design process life-cycle with its complex bumps by understanding human needs involved, by human-centric problem definitions, by expanding the problem space and allowing for free thinking, by adopting an inexpensive hands-on approach where one can identify the best possible solution and lastly by developing a solution to a real problem one meant to be solving.