Human Centered DesignUser Experience + Visual Design
Human-centered design (HCD) is the combined capability of user experience and visual design, rooted in a deep understanding of who your users are, what motivates them, and what they are trying to accomplish.
20%-30%
improvement in customer satisfaction when organizations focus on customer experience (McKinsey)
86%
of business buyers are more likely to buy if companies understand their goals, but 59% say they don’t take the time to understand them (Salesforce)
89%
of customers kept by companies with the strongest omnichannel engagement strategies (Aberdeen Group, Inc.)
Human-centered design is user-focused.
It is common for companies to become internally focused and lose sight of what customers want from them, and how they want to interact with them. The research conducted as part of the HCD process highlights the needs, motivations, and pain points of your different users.
Human-centered design is based on detailed research.
HCD starts with detailed qualitative and quantitative research into your users. Example activities include:
- Stakeholder interviews
- Surveys
- Competitive/comparative audits
- Heuristic analysis
- Persona development
- Journey mapping
- Empathy mapping
The findings from HCD research inform multiple aspects of the design process.
The findings can be used create new taxonomies to help create relationships between content items (and power better search experiences), improve navigation, create cohesive design systems that are intuitive to navigate as well as be easy to manage for content editors.
The findings also inform the visual design strategy, allowing us to create compelling user interfaces that aid in delivering a great customer experience.
Human-centered design improves omnichannel experiences.
Modern marketing experiences are more omnichannel, requiring us to think about and design the customer experience across all touchpoints, not just your website or direct customer contact points. It is also foundational to a successful personalization strategy.
Our HCD approach includes accessibility.
Designing for accessibility is our standard operating procedure, ensuring your content is navigable by all users including those with disabilities. Optimizing for accessibility can also help improve search engine optimization (SEO) and better allow your content to be accessed by AI models.