{"id":382,"date":"2017-11-01T13:55:40","date_gmt":"2017-11-01T13:55:40","guid":{"rendered":"https:\/\/idronline.org\/2020\/12\/23\/using-human-centred-design-to-deliver-outcomes\/"},"modified":"2025-10-27T11:44:47","modified_gmt":"2025-10-27T06:14:47","slug":"using-human-centred-design-to-deliver-outcomes","status":"publish","type":"post","link":"https:\/\/idronline.org\/kn-in\/using-human-centred-design-to-deliver-outcomes\/","title":{"rendered":"Using human-centred design to deliver outcomes"},"content":{"rendered":"

One can’t talk about design without quoting Steve Jobs: “Design is a funny word. Some people think design is how it looks. But of course, if you dig deeper, it’s really how it works.”<\/p>

Jobs hits the bull’s eye as always. Look at the success of design-driven companies like AirBnB and Pinterest, or even digital giants like Google, eBay and LinkedIn, who have invested in the design of more engaging and differentiated user experiences.<\/p>

Design in development?<\/h3>

During the last couple of years, human-centred design has acquired a somewhat elusive and awe-inspiring reputation among donors and implementers. Everyone wants it, yet struggles to see how it can fit in with achieving development goals.<\/p>

\"What<\/a><\/div>

At BBC Media Action, we use the power of media and communication to create social and behaviour change. For a lot of our work, like the mhealth services Mobile Kunji<\/a>, Mobile Academy<\/a> and Kilkari<\/a>, we have been using human-centred design, long before it became a term de jure!<\/p>

[quote]Admittedly I flip between being overjoyed that many in the development community have suddenly bought into design thinking, and being frustrated that this is seen as something new,” says Yvonne MacPherson, US Director of BBC Media Action.[\/quote]<\/p>

Now that human-centred design is trendy, we need to make sure it is not treated as a separate, add-on activity or process. It is integral to ‘doing development’.<\/p>

Donors are now putting out separate calls for proposals just for HCD, presumably to support other implementation efforts.<\/p>

This then begs the question, why are all implementers not using HCD principles in their work? And if they are not, what could be the reasons—lack of resources, time or access to technology?<\/p>

\"donate<\/a><\/div>

This brings me to the biggest myth around human-centred design—that it can only be used to create digital or tech solutions<\/strong>. Which is why, I will use a no-tech (not even low-tech!) innovation to talk you through the process.<\/p>

This is a tool we have created for pregnant women in Bihar, where 60.3% of women aged between 15 and 59 years* suffer from anaemia, the silent killer.<\/p>

Five tenets of human-centred design<\/h3>

1. Empathise\/immerse – to create meaningful innovations, know your users and care about their lives<\/strong>
\nThe problem with most pregnant women in Bihar is that even though they know what to do, compliance with whatever has been prescribed or is necessary is a challenge. Pregnant women not completing the full course of iron folic acid (IFA) tablets is a major issue. They start and then stop because of side effects. They also have no idea why this supplement is so critical because they have no understanding of the connection between their blood count and the baby growing inside them.<\/p>

Related article: How patient feedback can transform India’s public health system<\/a><\/p>

2. Define\/mine insight – frame the right problem and dig out the right insight to create the right solution<\/strong>
\nSo what would help women stay the course? Creating risk perception.<\/p>

A mother’s body is like a factory that must produce blood for a healthy baby. Can she afford not to do this ‘most significant’ bit for her unborn child? Could we therefore ‘re-engineer a blood factory’?<\/p>

3. <\/strong>Ideate – there’s no ‘right’ idea, generate many<\/strong><\/p>