For The People: Designing for Humans


Late last week the National Transport Safety Board (NTSB) published its findings after an investigation into the Lion Air and Ethiopian Airlines aircraft crash disasters of 2018. The report established that Boeing’s flawed assumptions of how aircraft crew would use the new safety sensor mechanism on the 737Max plane in the event of an emergency was to blame for the disasters which resulted in the death of 346 people. Neither FAA safety assessments nor Boeing’s training modules took into consideration that in real-world experiences of aircraft crews, pilots were faced with multiple alarms and alerts at the same time and consequently, their response to these alerts was inconsistent with Boeing’s assumptions. 





This gap between design assumptions and real world user experience is not uncommon in other sectors. Consumer product manufacturer Samsung Mobile, announced their new “foldable” phone earlier this year. The new flexible screen on the phone had a thin, protective layer of plastic which was critical for the display to function. But when the product was delivered to the first set of customers this summer, users instinctively (and contrary to Samsung’s expectations) removed the plastic layer assuming it was simply temporary packaging material which all smartphones, including Samsung own phones, ship with. The display stopped working instantly and Samsung was forced to recall the device from market.  





What is Human-centered Design?





These examples reinforce the need for more “human-centered design” (HCD). Sometimes referred to as “design thinking”, HCD is a simple but powerful set of tools to consult with the target audience of a service or a product and arrive at innovative solutions which respond to their needs.





Vienna’s Church of St. Leopold designed by Otto Wagner is an example of human-centered design in architecture. The 800-seat church is part of the Steinhof Psychiatric Hospital. To adjust to the requirements of the patients, the church has very few sharp edges and in the original design, the pews were of different widths to accommodate different types of patients. Wagner’s design carefully considers how patients and those who care for them would use the church and sought to create a restorative environment for them. (Example quoted from unpublished manuscript of "Public Entrepreneur" by Professor Beth Simone Noveck (forthcoming 2020))
Otto Wagner's St Leopold Church. Vienna, Austria.
© Jorge Royan / http://www.royan.com.ar / CC BY-SA 3.0




HCD also finds application in the public sector especially since government must design services for a diverse spectrum of beneficiaries with differing needs and circumstances. Yet, it does not find widespread adoption in traditional public sector service design. A recent survey by the Governance Lab at NYU of 380 government officials found that less than half of them had used Human Centered Design practices in their job and within that group only 20% had done basic tasks like testing ideas with residents for feedback prior to implementation. The result is sub-optimal service delivery (often disproportionately affecting minority populations), frustrated residents and wasted public resources. Take the example of California’s food stamp program. While the state allowed people to apply online, that application was 50 web pages long with over 100 questions. Most families who started the process would end up abandoning it. The NGO Code for America, after engaging with the end users of the service to analyze it from their perspective, re-designed the application process so it only took 10 minutes to complete it resulting in a substantial increase in enrollments. 





How do you do it?





There are several well-documented approaches to design thinking comprising surveys, creating user personas, observing human behavior, beta testing products with focus groups, creating “journey maps” and so on. Organizations like IDEO, NESTA and the GovLab have toolkits, courses and practical guides to help entreprenuers learn and practice this skill. Thorugh each step, the aim is to understand the problem from the point of view of the person experiencing it. In some cases, this can be done by observing them “in the wild” by letting users have a go at using the product and making detailed notes of how they use it. In other cases, more structured questions might be required to guide our understanding of a problem. There is no single “right way” and often one might have to employ multiple techniques to arrive at a conclusion. To do it well and to set oneself up for success, defining our hypotheses, laying out assumptions explicitly and identifying those who are most impacted are all pre-requistes to the design thinking process. 





But to obtain any meaninful results from it, HCD can not be treated as a mere “checklist” item. It is a manner of approaching a problem and acknowledging at the very beginning that we often have blindspots simply because of the fact that we do not have the lived experiences of the people we seek to serve. Making empathy an important of our problem solving process is at the heart of design thinking. The resources and techniques are simply a way to structure that mindset into a process which can be taught and learned.





Of course, design thinking is not a panacea. It is only one of the implements in a 21st century problem solver’s toolkit. For instance, identifying new sources of data and analyzing them to make more data-driven decisions is a technique that increasing numbers of entreprenuers, organizations and governments are employing. But neither design thinking nor data analysis works in isolation. Whether you’re designing safety systems for an aircraft, making consumer tech products or delivering public services, in order to get a clear understanding of a problem or the impact of a certain intervention, we must do both - look at the data AND speak with people. 


Comments

  1. This is very well documented. I enjoyed reading this. I like the examples you have used as well.

    ReplyDelete
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    But here’s a thought… what if you could make it super-simple for someone to raise their hand, say, “okay, let’s talk” without requiring them to even pull their cell phone from their pocket?

    You can – thanks to revolutionary new software that can literally make that first call happen NOW.

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    When targeting leads, you HAVE to act fast – the difference between contacting someone within 5 minutes versus 30 minutes later is huge – like 100 times better!

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    Imagine how powerful this could be – even if they don’t take you up on your offer immediately, you can stay in touch with them using text messages to make new offers, provide links to great content, and build your credibility.

    Just this alone could be a game changer to make your website even more effective.

    Strike when the iron’s hot!

    CLICK HERE http://www.talkwithwebvisitor.com to learn more about everything Talk With Web Visitor can do for your business – you’ll be amazed.

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    The difference between contacting someone within 5 minutes versus a half-hour means you could be converting up to 100X more leads today!

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    PS: Studies show that 70% of a site’s visitors disappear and are gone forever after just a moment. Don’t keep losing them.
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  14. Hey, my name’s Eric and for just a second, imagine this…

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    CLICK HERE http://www.talkwithwebvisitors.com to try out a Live Demo with Talk With Web Visitor now to see exactly how it works.

    Time is money when it comes to connecting with leads – the difference between contacting someone within 5 minutes versus 30 minutes later can be huge – like 100 times better!

    Plus, now that you have their phone number, with our new SMS Text With Lead feature you can automatically start a text (SMS) conversation… so even if you don’t close a deal then, you can follow up with text messages for new offers, content links, even just “how you doing?” notes to build a relationship.

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    PS: Talk With Web Visitor offers a FREE 14 days trial – and it even includes International Long Distance Calling.
    You have customers waiting to talk with you right now… don’t keep them waiting.
    CLICK HERE http://www.talkwithwebvisitors.com to try Talk With Web Visitor now.

    If you'd like to unsubscribe click here http://talkwithwebvisitors.com/unsubscribe.aspx?d=dudurudh.com

    ReplyDelete
  15. Hey there, I just found your site, quick question…

    My name’s Eric, I found dudurudh.com after doing a quick search – you showed up near the top of the rankings, so whatever you’re doing for SEO, looks like it’s working well.

    So here’s my question – what happens AFTER someone lands on your site? Anything?

    Research tells us at least 70% of the people who find your site, after a quick once-over, they disappear… forever.

    That means that all the work and effort you put into getting them to show up, goes down the tubes.

    Why would you want all that good work – and the great site you’ve built – go to waste?

    Because the odds are they’ll just skip over calling or even grabbing their phone, leaving you high and dry.

    But here’s a thought… what if you could make it super-simple for someone to raise their hand, say, “okay, let’s talk” without requiring them to even pull their cell phone from their pocket?

    You can – thanks to revolutionary new software that can literally make that first call happen NOW.

    Talk With Web Visitor is a software widget that sits on your site, ready and waiting to capture any visitor’s Name, Email address and Phone Number. It lets you know IMMEDIATELY – so that you can talk to that lead while they’re still there at your site.

    You know, strike when the iron’s hot!

    CLICK HERE http://www.talkwithwebvisitors.com to try out a Live Demo with Talk With Web Visitor now to see exactly how it works.

    When targeting leads, you HAVE to act fast – the difference between contacting someone within 5 minutes versus 30 minutes later is huge – like 100 times better!

    That’s why you should check out our new SMS Text With Lead feature as well… once you’ve captured the phone number of the website visitor, you can automatically kick off a text message (SMS) conversation with them.

    Imagine how powerful this could be – even if they don’t take you up on your offer immediately, you can stay in touch with them using text messages to make new offers, provide links to great content, and build your credibility.

    Just this alone could be a game changer to make your website even more effective.

    Strike when the iron’s hot!

    CLICK HERE http://www.talkwithwebvisitors.com to learn more about everything Talk With Web Visitor can do for your business – you’ll be amazed.

    Thanks and keep up the great work!

    Eric
    PS: Talk With Web Visitor offers a FREE 14 days trial – you could be converting up to 100x more leads immediately!
    It even includes International Long Distance Calling.
    Stop wasting money chasing eyeballs that don’t turn into paying customers.
    CLICK HERE http://www.talkwithwebvisitors.com to try Talk With Web Visitor now.

    If you'd like to unsubscribe click here http://talkwithwebvisitors.com/unsubscribe.aspx?d=dudurudh.com

    ReplyDelete
  16. Cool website!

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    Time is money when it comes to connecting with leads – the difference between contacting someone within 5 minutes versus 30 minutes later can be huge – like 100 times better!

    That’s why we built out our new SMS Text With Lead feature… because once you’ve captured the visitor’s phone number, you can automatically start a text message (SMS) conversation.

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    PS: Talk With Web Visitor offers a FREE 14 days trial – and it even includes International Long Distance Calling.
    You have customers waiting to talk with you right now… don’t keep them waiting.
    CLICK HERE http://www.talkwithwebvisitors.com to try Talk With Web Visitor now.

    If you'd like to unsubscribe click here http://talkwithwebvisitors.com/unsubscribe.aspx?d=dudurudh.com

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    Content looks pretty good…

    One thing’s missing though…

    A QUICK, EASY way to connect with you NOW.

    Because studies show that a web lead like me will only hang out a few seconds – 7 out of 10 disappear almost instantly, Surf Surf Surf… then gone forever.

    I have the solution:

    Talk With Web Visitor is a software widget that’s works on your site, ready to capture any visitor’s Name, Email address and Phone Number. You’ll know immediately they’re interested and you can call them directly to TALK with them - literally while they’re still on the web looking at your site.

    CLICK HERE http://www.talkwithwebvisitors.com to try out a Live Demo with Talk With Web Visitor now to see exactly how it works and even give it a try… it could be huge for your business.

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    The new text messaging feature lets you follow up regularly with new offers, content links, even just follow up notes to build a relationship.

    Everything I’ve just described is extremely simple to implement, cost-effective, and profitable.

    CLICK HERE http://www.talkwithwebvisitors.com to discover what Talk With Web Visitor can do for your business, potentially converting up to 100X more eyeballs into leads today!

    Eric
    PS: Talk With Web Visitor offers a FREE 14 days trial – and it even includes International Long Distance Calling.
    You have customers waiting to talk with you right now… don’t keep them waiting.
    CLICK HERE http://www.talkwithwebvisitors.com to try Talk With Web Visitor now.

    If you'd like to unsubscribe click here http://talkwithwebvisitors.com/unsubscribe.aspx?d=dudurudh.com

    ReplyDelete
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    You have customers waiting to talk with you right now… don’t keep them waiting.
    ==> http://talkwithwebtraffic.com to try Talk With Web Traffic now.

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  20. Hi, my name is Eric and I’m betting you’d like your website dudurudh.com to generate more leads.

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    And now that you’ve got their phone number, our new SMS Text With Lead feature enables you to start a text (SMS) conversation – answer questions, provide more info, and close a deal that way.

    If they don’t take you up on your offer then, just follow up with text messages for new offers, content links, even just “how you doing?” notes to build a relationship.

    CLICK HERE http://www.talkwithcustomer.com to discover what Talk With Web Visitor can do for your business.

    The difference between contacting someone within 5 minutes versus a half-hour means you could be converting up to 100X more leads today!

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    Eric
    PS: The studies show 7 out of 10 visitors don’t hang around – you can’t afford to lose them!
    Talk With Web Visitor offers a FREE 14 days trial – and it even includes International Long Distance Calling.
    You have customers waiting to talk with you right now… don’t keep them waiting.
    CLICK HERE http://www.talkwithcustomer.com to try Talk With Web Visitor now.

    If you'd like to unsubscribe click here http://talkwithcustomer.com/unsubscribe.aspx?d=dudurudh.com

    ReplyDelete
  21. Good Afternoon everybody , we are in the process of taking on some new reviewers who would be interested in reviewing our CBD product line such as CBD Dabs. If you would like to come onboard please get in touch via http://worthlessthoughts.com

    ReplyDelete
  22. Hi, my name is Eric and I’m betting you’d like your website dudurudh.com to generate more leads.

    Here’s how:
    Talk With Web Visitor is a software widget that’s works on your site, ready to capture any visitor’s Name, Email address and Phone Number. It signals you as soon as they say they’re interested – so that you can talk to that lead while they’re still there at dudurudh.com.

    Talk With Web Visitor – CLICK HERE http://www.talkwithcustomer.com for a live demo now.

    And now that you’ve got their phone number, our new SMS Text With Lead feature enables you to start a text (SMS) conversation – answer questions, provide more info, and close a deal that way.

    If they don’t take you up on your offer then, just follow up with text messages for new offers, content links, even just “how you doing?” notes to build a relationship.

    CLICK HERE http://www.talkwithcustomer.com to discover what Talk With Web Visitor can do for your business.

    The difference between contacting someone within 5 minutes versus a half-hour means you could be converting up to 100X more leads today!

    Try Talk With Web Visitor and get more leads now.

    Eric
    PS: The studies show 7 out of 10 visitors don’t hang around – you can’t afford to lose them!
    Talk With Web Visitor offers a FREE 14 days trial – and it even includes International Long Distance Calling.
    You have customers waiting to talk with you right now… don’t keep them waiting.
    CLICK HERE http://www.talkwithcustomer.com to try Talk With Web Visitor now.

    If you'd like to unsubscribe click here http://talkwithcustomer.com/unsubscribe.aspx?d=dudurudh.com

    ReplyDelete
  23. Hey there, I just found your site, quick question…

    My name’s Eric, I found dudurudh.com after doing a quick search – you showed up near the top of the rankings, so whatever you’re doing for SEO, looks like it’s working well.

    So here’s my question – what happens AFTER someone lands on your site? Anything?

    Research tells us at least 70% of the people who find your site, after a quick once-over, they disappear… forever.

    That means that all the work and effort you put into getting them to show up, goes down the tubes.

    Why would you want all that good work – and the great site you’ve built – go to waste?

    Because the odds are they’ll just skip over calling or even grabbing their phone, leaving you high and dry.

    But here’s a thought… what if you could make it super-simple for someone to raise their hand, say, “okay, let’s talk” without requiring them to even pull their cell phone from their pocket?

    You can – thanks to revolutionary new software that can literally make that first call happen NOW.

    Talk With Web Visitor is a software widget that sits on your site, ready and waiting to capture any visitor’s Name, Email address and Phone Number. It lets you know IMMEDIATELY – so that you can talk to that lead while they’re still there at your site.

    You know, strike when the iron’s hot!

    CLICK HERE http://www.talkwithcustomer.com to try out a Live Demo with Talk With Web Visitor now to see exactly how it works.

    When targeting leads, you HAVE to act fast – the difference between contacting someone within 5 minutes versus 30 minutes later is huge – like 100 times better!

    That’s why you should check out our new SMS Text With Lead feature as well… once you’ve captured the phone number of the website visitor, you can automatically kick off a text message (SMS) conversation with them.

    Imagine how powerful this could be – even if they don’t take you up on your offer immediately, you can stay in touch with them using text messages to make new offers, provide links to great content, and build your credibility.

    Just this alone could be a game changer to make your website even more effective.

    Strike when the iron’s hot!

    CLICK HERE http://www.talkwithcustomer.com to learn more about everything Talk With Web Visitor can do for your business – you’ll be amazed.

    Thanks and keep up the great work!

    Eric
    PS: Talk With Web Visitor offers a FREE 14 days trial – you could be converting up to 100x more leads immediately!
    It even includes International Long Distance Calling.
    Stop wasting money chasing eyeballs that don’t turn into paying customers.
    CLICK HERE http://www.talkwithcustomer.com to try Talk With Web Visitor now.

    If you'd like to unsubscribe click here http://talkwithcustomer.com/unsubscribe.aspx?d=dudurudh.com

    ReplyDelete
  24. Hey there, I just found your site, quick question…

    My name’s Eric, I found dudurudh.com after doing a quick search – you showed up near the top of the rankings, so whatever you’re doing for SEO, looks like it’s working well.

    So here’s my question – what happens AFTER someone lands on your site? Anything?

    Research tells us at least 70% of the people who find your site, after a quick once-over, they disappear… forever.

    That means that all the work and effort you put into getting them to show up, goes down the tubes.

    Why would you want all that good work – and the great site you’ve built – go to waste?

    Because the odds are they’ll just skip over calling or even grabbing their phone, leaving you high and dry.

    But here’s a thought… what if you could make it super-simple for someone to raise their hand, say, “okay, let’s talk” without requiring them to even pull their cell phone from their pocket?

    You can – thanks to revolutionary new software that can literally make that first call happen NOW.

    Talk With Web Visitor is a software widget that sits on your site, ready and waiting to capture any visitor’s Name, Email address and Phone Number. It lets you know IMMEDIATELY – so that you can talk to that lead while they’re still there at your site.

    You know, strike when the iron’s hot!

    CLICK HERE http://www.talkwithwebvisitors.com to try out a Live Demo with Talk With Web Visitor now to see exactly how it works.

    When targeting leads, you HAVE to act fast – the difference between contacting someone within 5 minutes versus 30 minutes later is huge – like 100 times better!

    That’s why you should check out our new SMS Text With Lead feature as well… once you’ve captured the phone number of the website visitor, you can automatically kick off a text message (SMS) conversation with them.

    Imagine how powerful this could be – even if they don’t take you up on your offer immediately, you can stay in touch with them using text messages to make new offers, provide links to great content, and build your credibility.

    Just this alone could be a game changer to make your website even more effective.

    Strike when the iron’s hot!

    CLICK HERE http://www.talkwithwebvisitors.com to learn more about everything Talk With Web Visitor can do for your business – you’ll be amazed.

    Thanks and keep up the great work!

    Eric
    PS: Talk With Web Visitor offers a FREE 14 days trial – you could be converting up to 100x more leads immediately!
    It even includes International Long Distance Calling.
    Stop wasting money chasing eyeballs that don’t turn into paying customers.
    CLICK HERE http://www.talkwithwebvisitors.com to try Talk With Web Visitor now.

    If you'd like to unsubscribe click here http://talkwithwebvisitors.com/unsubscribe.aspx?d=dudurudh.com

    ReplyDelete
  25. Hello, my name’s Eric and I just ran across your website at dudurudh.com...

    I found it after a quick search, so your SEO’s working out…

    Content looks pretty good…

    One thing’s missing though…

    A QUICK, EASY way to connect with you NOW.

    Because studies show that a web lead like me will only hang out a few seconds – 7 out of 10 disappear almost instantly, Surf Surf Surf… then gone forever.

    I have the solution:

    Talk With Web Visitor is a software widget that’s works on your site, ready to capture any visitor’s Name, Email address and Phone Number. You’ll know immediately they’re interested and you can call them directly to TALK with them - literally while they’re still on the web looking at your site.

    CLICK HERE http://www.talkwithwebvisitors.com to try out a Live Demo with Talk With Web Visitor now to see exactly how it works and even give it a try… it could be huge for your business.

    Plus, now that you’ve got that phone number, with our new SMS Text With Lead feature, you can automatically start a text (SMS) conversation pronto… which is so powerful, because connecting with someone within the first 5 minutes is 100 times more effective than waiting 30 minutes or more later.

    The new text messaging feature lets you follow up regularly with new offers, content links, even just follow up notes to build a relationship.

    Everything I’ve just described is extremely simple to implement, cost-effective, and profitable.

    CLICK HERE http://www.talkwithwebvisitors.com to discover what Talk With Web Visitor can do for your business, potentially converting up to 100X more eyeballs into leads today!

    Eric
    PS: Talk With Web Visitor offers a FREE 14 days trial – and it even includes International Long Distance Calling.
    You have customers waiting to talk with you right now… don’t keep them waiting.
    CLICK HERE http://www.talkwithwebvisitors.com to try Talk With Web Visitor now.

    If you'd like to unsubscribe click here http://talkwithwebvisitors.com/unsubscribe.aspx?d=dudurudh.com

    ReplyDelete
  26. Is anyone here in a position to recommend Valentines Day Knickers? Cheers xox

    ReplyDelete

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