Is Human Centred Design the same as Design Thinking?

A very interesting question was raised today in a Facebook service design group in which the following question was asked:

I’m new to UX Research and I would need your help to clarify something for me.

I imagine this question is often asked but: What is the difference between Design Thinking (DT) and Human-Centered Design (HCD)?

The line between those two is very blurry but I would say that HCD places the user at the center whereas for DT, instead of placing the user at the center like in HCD, DT brings together what is desirable from a human point of view with what is technologically feasible and economically viable.

I see a lot of people using Design Thinking and HCD interchangeably, which confuses me because if these 2 terms exist it is because they do not mean the same thing even though they are related.

Or did I get all wrong? Correct me if that’s the case.

Continue reading “Is Human Centred Design the same as Design Thinking?”

Designing the Customer Experience

In 2002, fifteen years ago, David Kelley stopped calling his design company Ideo’s approach “design” and instead named it as “design thinking.” This would become one of the most important ideas of the 21st century. But design thinking did not come out of nowhere.

In the 1990s an approach called ‘designing the customer experience’ was developed at the Human Factors department of BT Laboratories in Ipswich. In the early 1990s the focus was on human-computer interaction, a discipline mostly based in university research departments, with little connection to marketing departments, product managers, service centres and business strategists. The process ‘designing the customer experience’ was created to reposition Human Factors and user-centred design at the very heart of the product life-cycle within organisations, thus helping to lay the groundwork for the development of design thinking, service design, customer journey mapping and concepts such as customer success. Continue reading “Designing the Customer Experience”