Human Centered Design

Providing structured sales and marketing strategies and implementation for companies with an appetite for rapid growth and a need to innovate through digital and marketing channels.

5.0/5.0 Rating

Human Centered Design

Providing structured sales/ marketing strategies and implementation for companies with an appetite for rapid growth and a need to innovate through digital and marketing channels.

5.0/5.0 Rating

Human Centered Design

No matter how innovative your idea is and how passionate you are about your startup, if you are not targeting the right customer/market then you might have to drop in the middle of your entrepreneurship journey.

Human Insights supports SMEs in developing new skills to better understand their product proposition from the perspective of… 

  • End users 
  • Associated stakeholders. 
  • Differing cultures and organisations 
  • Communities and wider society

Typical activities conducted by the Human Insight team across SME programmes: 

  • User journeys, experience maps & story boards 
  • Stakeholder mapping 
  • Use Case & Failure Case Analysis 
  • Consequence Scanning 
  • Systems thinking 
  • User Research & Evaluation Planning 
  • Challenge setting 
  • Ethical review

What is Human-Centred Design (HCD)?
Human-Centred Design (HCD) is a problem-solving approach that focuses on understanding the needs, behaviours, and desires of people who will interact with a product, service, or system. It places the users at the centre of the design process, taking into consideration their perspectives, feedback, and insights to create effective solutions that meet their needs.

HCD involves a structured and iterative process that includes observation, ideation, prototyping, and testing. The aim is to create solutions that are intuitive, easy to use, and meet the user’s goals and expectations. This approach is widely used in various fields, such as product design, service design, user experience (UX) design, and interaction design.

The key benefits of using HCD include increased customer satisfaction, improved usability, higher adoption rates, and better business outcomes. By prioritizing the needs and experiences of the users, organizations can create more effective and successful products, services, and systems that meet their goals and drive growth.

Why should companies use Human centred design:

Companies can use customer insights to capture growth opportunities and solve pressing business problems. Innovationlys team of customer insights consulting experts leverage their deep knowledge of customer behaviour and database technology, as well as a unique methodology, to transform these insights into actionable imperatives. Although over 75% of CEOs, presidents, and chief operating officers recognize the importance of customer insights in accelerating growth, many companies fail to fully utilize the available customer information before making significant decisions. Innovationly helps a variety of consumer-focused organizations, as well as B2B and B2C companies, by interpreting these insights and distilling them into practical, business-relevant imperatives. This unlocks significant growth potential and enables the achievement of larger business objectives.

Build brand engagement with real consumer insights.
You need to know your audience to build it; yet as any marketer will tell you, that is something that’s easier said than done. This is where we can help. We take a metric view of your audience and, from desk research through to focus groups, use a range of market research tools to gain real insight into who they are.

Of course, having the numbers is one thing; knowing what to do next is something else.

Turning audience insight into business growth
Our customer insights go beyond a simple profile of who has been engaging with your brand. We’ll give you clear suggestions on how to communicate with your customers in the most effective way possible.

Defining the right brand strategy in tandem with the right digital channels is where the magic happens – the place where true brand engagement transforms your brand and delivers real business growth!


HCD can help startups to be more strategic in their approach to product development and market entry, by focusing on user needs, identifying market opportunities, and creating a unique value proposition that sets them apart from their competitors.


    by using HCD principles, startups can gain new insights, generate creative ideas, and develop solutions that meet the needs of their users, setting themselves up for success in their respective markets.

    User Journeys, Experience Maps & Story Boards

     User journeys depict the user’s actions, emotions and needs at each stage of their journey. Experience maps provide an overview of the entire customer experience across different touchpoints. Storyboards are visual representations of the user journey that help to communicate and validate innovative ideas or concepts.

    Stakeholder Mapping

    This process involves identifying and analysing all theYour Title Goes Here key stakeholders involved in a project or initiative. It helps to understand their needs, interests, and influence and can guide communication and engagement strategies for effective collaboration and consensus building.

    Use Case & Failure Case Analysis

    Use case analysis involves understanding how the product or service will be used in real-world scenarios, while failure case analysis involves exploring how the product or service might fail and identifying potential solutions. These analyses can help to identify user needs, usability issues, and potential areas for improvement.


    Consequence Scanning:

    This is a tool used to explore the potential long-term consequences of a decision or action. It helps to anticipate and mitigate risks and unintended consequences that may arise because of the implementation of a product or service.

    User Research & Evaluation Planning:

    This involves conducting research to understand user needs, behaviours, and preferences. This research can help to inform the design and development of the product or service. Evaluation planning involves setting clear objectives and metrics to evaluate the success of the product or service.

    Ethical Review

    This is a process of reviewing the potential ethical implications of an innovation. It involves assessing the potential impact on various stakeholders, including customers, employees, and society as a whole, and making sure that the innovation aligns with ethical standards and values.

    Humans at the Core of Design

    When it comes to the fast-paced and often chaotic world of startups, it is crucial to keep your focus on what really matters: your customers. At the end of the day, your product is designed for them. To do this, it’s important to shift your mindset away from that of an engineer or business owner and towards that of the human beings who will ultimately benefit from your product. Adopting a human-centred design approach puts the customer back at the forefront of your priorities.

    Why does this matter? Many hardware startups face costly and avoidable prototype modifications. One effective way to reduce these costs is by designing based on the requirements of your actual customers. By asking questions that help you fully understand your customers’ expectations, human-centred design prompts you to think about how your product will be evaluated for performance, durability, and quality. You can determine which features are essential, desirable, or not important, as well as how the product will be handled by the customer and what maintenance and repair will look like. To answer these questions, it’s important to not only imagine what your customer would say, but also to hear it directly from them. Ultimately, putting humans at the centre of your design process is key to creating a product that truly meets their needs.


    Adopting the Right Mindset

    Human-centred design goes beyond just going through the motions – to truly be effective, it requires a certain mindset. Innovationly understands this better than most. 

    key elements of the right design mindset.

    The first element is to stop thinking of failure as a negative thing. In human-centred design, failure is an essential part of the process that allows you to listen, test, learn, and refine. It drives iteration, allowing you to validate your ideas and create something better for your customers.

    The second element is to be optimistic and confident that a solution will be found. Celebrate the art of what is possible, even if it seems impossible, and do not be afraid if the right answer is not immediately clear. Ambiguity provides an opportunity to innovate and explore many possible solutions.

    The third element is infinite empathy for your customers. The people you are designing for are the key to finding a solution. Immerse yourself in their world, walk in their shoes, and listen to what they have to say. It may take time and effort to get to know your customers, but it is undoubtedly worth it in the end. By embodying these elements of a human-centred design mindset, you can create truly effective solutions that meet the needs of your customers.

    Consumer solutions

    • Discovering unmet consumer needs and identifying motivations and pain points
    • Identifying true drivers of customer satisfaction
    • Assessing consumer usage and attitudes toward product categories
    • Defining consumer and customer archetypes based on latent drivers of choice.
    • Understanding customer journeys and pathways

    Product and brand solutions

    • Enhancing brand positioning
    • Optimizing product portfolios
    • Redesigning optimal products, services, or experiences
    • Innovating new products, services, or experiences

    Growth solutions

    • Identifying growth and demand acceleration opportunities
    • Identifying and sizing demand spaces or segments of customer demand
    • Informing pricing and promotion strategies
    • Creating a go-to-market strategy for developed and emerging markets
    • Devising key value propositions specific to chosen customer targets


    We prefer to work with companies that want to embrace innovation, and the times.

    Here are a few of our most recent case studies. We aim to update this every three months with some of our very best work to show you exactly what you can expect when you innovate with us.

    Green Futures Biofuel

    Delivery of SEO, Website Design, Videography, Marketing, R&D, SEIS, EIS, Raising Funds

    Green Futures Biofuel is a university of Essex student-led vertical farming and renewable energy company looking at creating the world’s first fully automated, seeding and Picking systems for the vertical farming industry. The system will be designed to be self-sustaining, Commercially Viable, and will have a Zero Carbon footprint.

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