Accelerate Experience Design with Design-driven innovation and Human-centred design approach Accelerate Experience Design | Página 10

CHAPTER 2 METHODOLOGY
CHALLENGES
In terms of service experience innovation, there are two different philosophies frequently used in workshops: design-driven innovation and human-centered design.

Based on the practice of two different mindset, I realize the core of HCD methods is to
conduct investigation, ideation, rapid prototyping and testing thru a iterative process. The

HUMAN CENTERED DESIGN (HCD)
Human-Centered Design, according to IDEO, is a process and a set of techniques used
to create new solutions for the world. Solutions include products, services, environments,
organizations, and modes of interaction. The reason this process is called “humancentered” is because it starts with the people we are designing for. The HCD process
begins by examining the needs, dreams, and behaviors of the people we want to affect
with our solutions. 11

process highly emphasizes observation and empathy, as well as to understand what a
person sees, hears, thinks, feels, fears and desires, in order to transform insights into solution, no matter it’s in the form of product or service.
In the other hand, design-driven innovation’s strategy underlines the unique contribution
of design to innovation: design as making sense of things12. The process is very different
from human-centered design for the following 3 reasons: 13
1.

The process speaks of deep research rather than fast brainstorming, of developing
and sharing knowledge rather than pursuing extemporaneous creativity;

DESIGN-DRIVEN INNOVATION (DDI)

2.

dominant cultural paradigm and producing possible new meanings, rather than sim-

Design-driven innovation, where innovation starts from the comprehension of subtle and

ply observing what is happening in society.

unspoken dynamics in sociocultural models and results in proposing radically new meanings and languages that often imply a change in sociocultural regimes. The process consists of three actions: listening, interpreting and addressing.

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The process is based on participation more than observation. It entails modifying

3.

The process is based on the ability to build and sustain an external and internal
network of relationships rather than on a specific method or sequence of steps.

IDEO. (2012). Human Centered Design Toolkit 2nd edition, 6

12 Verganti, R. (2009). Design-Driven

Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean. (R. Verganti, Ed