People at the centre of all our work

The core essence of this guide is that the user is at the centre of all decisions and design.

 

By understanding and designing for the customer’s needs, services can be highly personalised and relevant. Intuitive and easy to use, they increase adoption and satisfaction. Services that are designed from the user’s perspective also tend to be more efficient and effective because they eliminate unnecessary steps and focus on what the user really needs. Importantly, human-centric service design can facilitate positive impact. By improving the lives of the users, it can create a ripple effect that benefits society as a whole.

Strategies to cultivate a human-centric lens include:
Understand the user

The starting point of any human-centric approach involves understanding the needs, preferences, behaviour, and motivations of target users. This can take the form of interviews, surveys, observation, and other types of field research.

Cultivate empathy

Empathy lies at the core of human-centric design. This involves being open, listening to users without judgment, and empathising with their experiences.

Design from users perspective

Instead of letting the technology or data define the solution, crafting with the user’s viewpoint in mind will unearth the most relevant needs and problems.

Emphasise service quality assurance and prototyping

The quality of the services should be continually improved to reflect the user’s current needs. Develop fast, early versions of your product and test them on a subset of your target users for feedback.