Is there a difference between Human-Centred Design (HCD) and Design Thinking? To answer this question, let’s explore these two approaches.
There’s been a noticeable shift towards using human-centric or customer-centric design methods in the past few years.
Interestingly, I’ve been using HCD and Design Thinking methods for the last five years to develop strategy and architecture artefacts. But there is a difference.
Is Human-Centred Design the same as Design Thinking?
So, is Human-Centred Design the same as Design Thinking? Technically no. But synonymously, yes. What I mean by this is that many people use the term design thinking to encompass designing with the user in mind, hence, a customer focus or human centricity.
Firstly, let’s look at some industry approaches to Design Thinking in the diagram below:
These are probably the most recognisable approaches. As you can see, it is easy to mix up the many variations of these approaches to design thinking.
However, does this really matter as long as you understand the essence of design thinking? It depends on how academic one wishes to be when developing a customer-centric solution or product.
What is the difference between HCD and Design Thinking?
Firstly, let us focus on IDEO’s definition of HCD in their Field Guide. They have commercialised the approach successfully, and this is what they say about HCD:
‘Embracing human-centred design means believing that all problems, even the seemingly intractable ones like poverty, gender equality, and clean water, are solvable.’
The picture below describes the three (3) main phases of HCD:
According to IDEO, human-centred design involves three phases: inspiration, ideation, and implementation. The inspiration phase is about understanding the people you’re designing for and their needs, desires, and behaviours. The ideation phase generates a wide range of ideas and solutions based on the insights gathered in the inspiration phase. The implementation phase involves prototyping, testing, and refining the best solutions.
So what’s the difference?
Design Thinking is an approach that focuses, first and foremost, on understanding the problem. Involves understanding the needs and perspectives of the end user, generating a wide range of ideas, and testing and iterating solutions to arrive at the best possible outcome. It emphasises understanding with empathy, creativity, and rationality to tackle complex problems and drive innovation. It can be implemented via multiple yet similar methods (see the Design Thinking image above).
HCD is more focused on understanding and addressing the specific needs of people. Using a particular approach to uncover what humans most desire to determine feasible, viable solutions for a targeted customer.
Final Thoughts
I believe in understanding the different types of approaches to Design Thinking and taking from them the most beneficial methods or techniques when defining your problem. Tailoring is your friend and is most valuable when you understand the theory, but you must practice these in the real world to see what works.
HCD is a mindset you can benefit from significantly. At the centre of this process, we discover what humans genuinely desire. In order to find unique ways to meet the needs and wishes of the people we are designing for.
In Conclusion
Both Design Thinking and HCD techniques bring benefits to any project or business. However, suppose you want your solutions to be truly effective and sustainable. In that case, designers must employ critical thinking along with these methods. Always ask questions to understand biases, identify assumptions and evaluate with a crucial eye for success.
How do you apply Design Thinking or HCD techniques? Do you prefer focusing on the desirability approach, problem-first or do you choose old-school waterfall software engineering?
I’d love to hear your thoughts. Please comment below.
Check out my related blog post: ‘What is the Design Thinking Approach?.’
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