The secret behind good (public) products and services – Human-centred design workshop


– [Instructor] So what
is the secret behind every successful product and service? What do they all have in common? Without further ado, let’s take a look at what are design thinking and human-centred approaches
to service delivery. Design thinking is a
problem solving process that integrates the needs of people, service feasibility, and
organisational success. It is not only used in businesses, but also in social contexts. When designing a service,
we should always ask, “Can we do this? Is it feasible? Can anyone in the organisation
bring this to life? Or do we have that amount of investment to make this happen?” This is where the second point comes in. You might wanna ask the organisation, “Does it fit into our
organisation strategy? What outcomes do we prioritize?” But the most important
question is, “Is it desirable? Do people want or need this? Does it solve a problem
in someone’s life?” The secret to success lies in solutions that sit in this sweet spot. It is paramount to consider the capability of the organisation, the strategy of the business,
and the impact on users. Let us look at an example
of how two products that both appear to
successfully make their purpose, but one of them do not involve the user in the design process. Here you can see, that technically, both chairs serve their
function, you can sit on them. But which do you think is
more comfortable to sit on? The one on the left, inspired by one of the greatest artists of the 20th century? Or the one on the right? This example demonstrates
how good and desirable design is not just about how it looks, how much it cost, or who designed it. What is good all boils down
to the person using it. So, how do we define human-centred design? Human-centred design is really about solving real problems that
exist in people’s lives. Building services that are
tailored to their needs. Let’s look at how we
get to the real problems and make sure that our solutions are effective for real people. At FutureGov, we use the
Double Diamond model, a model developed by the
British Design Council. It is a design process that goes through diverging and converging stages. During the diverging phase, you go wide, looking at the entire context and issues, collecting as many insights as possible. Then, narrowing down, making sense of all the information you have collected, defining and prioritizing
the opportunity areas. Then opening up again, generating
as many ideas as possible for potential solutions to build. Before you narrow down again, testing and iterating prototypes
and delivering solutions. The truth is, in reality,
it is not a linear process. You probably feel the same in your role. More often than not,
you are jumping between phases of understanding the needs, defining the problem, and
coming up with solutions. In our next video, you
will hear about why it is equally important to adopt a
human-centred design mindset.

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