Siebel Center for Design

What Is HCD

What is Human Centered Design?

Human-Centered Design (HCD) is a problem-solving approach that uses design thinking to identify the unmet needs of a population in order to collaboratively and iteratively develop solutions. We believe that HCD is a flexible approach that allows anyone to solve problems in creative and innovative ways, using processes such as empathizing with people, brainstorming ideas, and prototyping solutions.

Human-centered design practice should be evidence-based, taking advantage of rigorous research. In all of our work, we want everyone's strengths and insights to flow in both directions. Both research outcomes and practical design success drive us, inform our work, and create good outcomes in the world.

The Human-Centered Design Taxonomy

Our Human-Centered Design Taxonomy provides a flexible, accessible, and approachable structure that can guide the processes of solving wicked problems and generate creative and meaningful solutions. HCD should not be viewed as a predefined sequential series of processes that one initiates to solve a problem; nevertheless, it is best described as “a system of spaces”.

Each space consists of processes such as empathize, organize, brainstorm, create, and develop which can be executed by learning and implementing practices such as interviewing people, identifying themes, communicating ideas, creating prototypes and developing plans to bring final designs to the market. The Taxonomy above presents the human-centered design spaces and processes based on the definitions and the practices defined in our research. 

Processes and Practices

UNDERSTAND

In the Understand space, we take time to learn about the people we’re designing for—what they value, what challenges they face, and what motivates them. Through observation, interviews, and research, we gather insights that help us see the problem from their point of view.

EXPLORE

  • Establish what to investigate. What do you need to know?
  • Review the current landscape or contexts
  • Document biases and predictions

OBSERVE

  • Observations
  • Immersion within the environment

EMPATHIZE

  • Interview sources
  • Locate resources
  • Identify extreme users

REFLECT

  • Revisit project context
  • Modify the research plan as needed. What do you still need to know?

SYNTHESIZE

In the Synthesize space, we make sense of what we’ve learned. We look for patterns, unexpected insights, and opportunities hiding in the data. This is where we define the real problem—often different from what we assumed—and start framing how we might address it.

DEBRIEF

  • Filter context for relevance and prioritize information
  • Communicate content

ORGANIZE

  • Collapse content
  • Chunk & find themes
  • Develop insights

DEFINE

  • Identify design and research opportunities
  • Define the project scope
  • Develop How Might We Statements

INTERPRET

  • Identify what else you might need to understand moving forward
  • Build questions to inspire ideation

IDEATE

In the Ideate space, we brainstorm bold ideas, explore new possibilities, and imagine lots of potential solutions. Quantity matters here—we're aiming for breadth, not perfection—so that we can uncover innovative approaches that may not have surfaced otherwise.

BRAINSTORM

  • Set goals for the ideation session
  • Defer judgment
  • Ideation of potential solutions

PROPOSE

  • Break down the problem into manageable pieces
  • Whittling down the ideas from brainstorming to proposing
  • Develop a plan of action

PLAN

  • Communicate proposed solutions
  • Iterate in response to new information
  • Come up with alternative solutions

NARROW CONCEPTS

  • Identify which concepts are the most viable

PROTOTYPE

In the Prototype space, ideas become tangible. We bring our concepts to life in simple, low-risk ways—through sketches, mockups, models, or role-plays. Prototypes let us test out our thinking quickly and gather feedback before we invest too much time or resources.

(RE)CREATE

  • Create prototypes or mock-ups of your proposed concept - low fidelity

ENGAGE

  • Tell others about your idea and use your new prototype to share it

EVALUATE

  • Get feedback from all those who are holders of the solution
  • Figure out the problems with your prototype
  • Understand the feedback by reflecting

ITERATE

  • Explore multiple variations of your solution by creating several mock-ups
  • Get new feedback on the options

IMPLEMENT

In the Implement space, we take what we’ve learned and build solutions that can go out into the world. This might mean launching a program, refining a service, or delivering a product. It’s about real-world impact—making sure our work is meaningful, sustainable, and human-centered at its core.

DEVELOP SUPPORT FOR YOUR IDEA

  • Communicate to share your solution
  • Develop the plan for how you will execute your solution

EVOLVE YOUR SOLUTION

  • Continue to develop your solution based on the feedback you get from your stakeholders

LOOK FOR SUSTAINABILITY

  • Get answers to how you can make your solution sustainable: environment, funding, social, etc.
  • Monitor and evaluate how it works

EXECUTE YOUR BEST IDEA

  • Create a functional iteration to take to market or policy-makers, or your colleagues