Changing HCD in HCI (and Boukje her long pants)
As most of you know we are currently transforming AmIaDesigner from a research project/around-the-world-trip/blog into a for-profit-company. That means for us that we are currently spending a lot of time on professionalizing the website, the business model, our graphic design, visualizations etc. while trying to retain our unique charm! We are expecting that AmIaDesigner the company will be fully functional by May 2014 but would like to give you some insights in the decisions we are making, just because they also will tell you something out the sort of company we are trying to become.
So what did we already change? We improved the logo a little bit and made a version with and without a question mark. Boukje her visualization has changed into some long pants, because we wanted to shed the holiday-image and don’t want to scare off any potential customers/partners that live in cultures where bare knees are maybe not that excepted on a trainer/designer. But our biggest change is going to be a radical adaptation to the terminology we are using. We are going to replace the term: Human Centered Design by Human Centered Innovation.
Why? Well because we simply came to the conclusion that design is never enough! Design is super important and we will keep using Design-tools, Design Thinking and the spirit and resilience of Designers within the process. But the design itself or even the process of designing will not create the maximum impact possible. It is the solution, the implemented business case, the end-result, the used innovation and the real meaningful collaborations that will create that positive impact we are striving for.
We worked on projects where our impact would have been bigger if we would have taken someone else’s design and implemented that instead of continuing with the process of designing ourselves or where our egos as designers eventually got in the way of impactful collaborations – again damaging our potential to create real change.
So we decided that when we will refer to the process we are using, teaching and sharing we start using the term Human Centered Innovation. For our main tool (the process canvasses) this will also mean that HCD will become HCI and Hear, Create, Deliver will become Hear, Create, and Implement. Only delivering the result to your client/target group isn’t enough according to our partners, our interviewees and us. We think the Implement canvas needs to include a whole iteration focusing on things like: business cases, partnerships, cost calculations, planning, resources etc. in order to facilitate real impact.