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  • Robert Murtha

Buzzword Bonanza: Become a Design Guru in Just One Article

Updated: Apr 7


A robot painting a picture.

In crafting this piece, our sights were set on the underlying philosophies and strategic approaches, steering clear of the more conventional facilitation tactics or design maneuvers like card-sorting or service blueprint crafting. Despite the playful nod in the title, this is serious business.


The methodologies we delve into are deeply rooted in the rich soil of psychology and the rigorous discipline of success measurement. When embraced, these strategies promise substantial dividends for entities across the board—irrespective of scale or sector. They're not just tools; they're transformers, capable of reshaping the landscape of any organization or company daring enough to take the leap.


Design Thinking; Your Path to Become a Design Guru


Embarking on the quest for solutions through the lens of design thinking is akin to adopting a perspective that places humans squarely at the heart of problem-solving. This approach, especially within the realms of local governance, acts as a compass guiding towards solutions that not only resonate with the needs of the community but also stand a greater chance of thriving.


The essence of design thinking lies in its foundational pillar: empathy. For local governments, this translates into a deep dive into the lives of those who will interact with the solution. It's about lending an ear to their concerns, immersing oneself in their worldviews, and understanding their hopes and hurdles. This empathetic approach is not just noble; it's strategic, offering a window into the community's soul and, by extension, a roadmap for impactful decision-making.


Prototyping and testing are other vital gears in the design thinking machinery. Instead of striving for an unblemished solution right off the bat, this approach champions the creation of quick, cost-effective mock-ups to be tested in the trenches of the real world. This iterative cycle of feedback and refinement ensures that the solutions are sculpted by reality, making them more potent and applicable.


For local governments, weaving design thinking into their fabric can transform how solutions are conceived and delivered. It fosters a culture of empathy, focuses on the end-user, and embraces the power of iteration, all of which can dramatically elevate the effectiveness of solutions and the well-being of the communities served. It's about making a tangible difference, one empathetic, user-centric, and iterative step at a time.




Human-centered Design


At the heart of human-centered design lies a profound respect for the tapestry of human experience, placing the myriad needs and viewpoints of the intended beneficiaries at the core of the creative process. This approach not only champions but practically enforces principles of diversity, equity, and inclusion at every turn.

Initially, this method involves a deep dive into understanding the lives and needs of a broad spectrum of individuals. Such a comprehensive approach ensures that the solutions forged are not just reflections of a singular perspective but are instead inclusive of a diverse user base. This preemptive measure is crucial in averting the pitfall of creating solutions tailored only for a select few, thus democratizing the benefits of any innovation.


Moreover, human-centered design operates on the principle of collective input, inviting voices from across the spectrum, especially those that are typically sidelined or overlooked. This inclusivity in collaboration ensures that the process itself is a beacon of equity, granting equal weight to all voices and perspectives in shaping the final outcome.


Lastly, this design philosophy is unyieldingly committed to crafting solutions that are universally accessible and user-friendly, irrespective of an individual's abilities or background. This commitment lays a solid groundwork for inclusion, ensuring that the fruits of innovation are not just available but also wholly usable by every potential user.

In embodying the essence of human-centered design, the creative process becomes a powerful vehicle for advancing diversity, equity, and inclusion. By prioritizing the nuanced needs and perspectives of the people at its core, human-centered design not only elevates the quality and relevance of the solutions it produces but also upholds the dignity and value of every individual it seeks to serve.



Domain-driven Design


Domain-driven design (DDD) pivots around a deep dive into the intricate business domain tied to a problem, aiming to unravel and comprehend its complexities for crafting targeted solutions. It's a strategy that aligns the technical aspects of development with the intricate realities of the business environment, ensuring that the solutions are not just technically sound but deeply integrated with the business's core needs and challenges.


Contrastingly, human-centered design places the spotlight squarely on the individuals destined to interact with the solution. It’s a process that prioritizes understanding and addressing the real-world needs, challenges, and aspirations of those at the receiving end of the design. This approach ensures that the solutions are not just functionally effective but also resonate on a personal level with users, fostering greater engagement and satisfaction.


In essence, while domain-driven design seeks to align solutions with the complex tapestry of business needs, human-centered design champions the cause of the end-users, ensuring that their needs and perspectives are the guiding force behind the design process. Both approaches offer distinct yet complementary perspectives, providing a holistic view of solution development that accounts for both the business’s intricacies and the end-user's experience.

While DDD and HCD are two distinct approaches, they can be incorporated together to create a more comprehensive and effective design process. Here are a few ways in which they can be fused together to achieve spectacular outcomes for people:

  1. Start with empathy: Human-centered design emphasizes the importance of understanding the needs and perspectives of the people who will be using the solution. In the context of DDD, this means taking the time to understand the needs, challenges, and goals of the people who will be interacting with the business domain being designed.

  2. Collaborate with domain experts: DDD emphasizes the importance of working closely with domain experts to understand the complex business domain being designed. Human-centered design encourages collaboration with a wide range of stakeholders, including those who will be using the solution. By combining these two approaches, designers can gain valuable insights from both domain experts and users, and use this information to inform their design decisions.

  3. Prototype and test: Both human-centered design and DDD encourage the use of prototyping and testing to gather feedback and refine the design. In the context of DDD, this might involve creating rough prototypes of the business domain and testing them with users to see how well they meet their needs and achieve their goals.

Incorporating human-centered design into DDD can help to create more effective solutions by taking into account the needs and perspectives of the people who will be using them, and using prototyping and testing to refine the design.



Service Design


Service design emerges as a crucial discipline dedicated to crafting and enhancing the offerings an organization extends to its clientele. At its core, it involves a deep understanding of customer needs and sculpting services to fulfill those needs efficiently and effectively. Through the lens of service design, organizations are equipped to elevate the customer experience, boost customer satisfaction, and, as a result, unlock greater revenue potential.


Consider the scenario where an organization's customer service framework is lacking in design sophistication. This shortfall can make it challenging for customers to access the support they need, brewing a concoction of frustration and potential loss of business. By reimagining and refining the service design, the organization can streamline access to support, thereby enhancing customer satisfaction and opening up avenues for increased revenue.


Furthermore, service design isn't just about polishing existing services; it's also a tool for innovation. By spotting unaddressed needs within the market and devising services to bridge these gaps, organizations can attract a new customer base and tap into fresh streams of revenue.


In sum, service design stands as a powerful strategy for organizations aiming to amplify their profitability. It does so by refining the customer journey, heightening satisfaction, and pioneering services that resonate with consumer needs.



Design & User Metrics


Tracking metrics can be a valuable tool for measuring the success of a particular process or goal. By regularly monitoring and recording key performance indicators (KPIs), businesses and organizations can gain insights into how well they are achieving their objectives, identify areas for improvement, and make more informed decisions about how to allocate their resources.


Additionally, tracking metrics can help organizations compare their performance to industry benchmarks and standards, and monitor trends and changes over time. This information can be especially useful for identifying and addressing potential problems or opportunities before they become major issues.


Some of the best user metrics to track include:

  • Number of active users

  • Number of new users

  • User retention rate

  • Average time spent on the site or app

  • Bounce rate

  • Conversion rate

  • Average revenue per user (ARPU)

  • Average order value (AOV)

These metrics can provide valuable insights into the performance of your product or service and help you understand how well it is meeting the needs of your users. By tracking and analyzing these metrics regularly, you can identify areas for improvement and make data-driven decisions to optimize your product or service and improve the user experience.


I hope you enjoyed what you learned today and you feel like your bath to become a design guru has shortened!

Adjective is a design company that focuses on user experience, human factors, and AI Development. The company combines deep technology with human-centered principles to ensure solutions are developed in high-quality and humane ways. Automation is good when it considers the human impact. Currently we are collaborating with exceptional partners in a variety of industries such as: Defense, Academia, Healthcare, and Energy. We are a NIST 800-171 compliant company.

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