On 27 September 2018, SIMNA VIC teamed up with Isobar to talk about Human-Centred Design and Experimentation for Impact.
Isobar is a global organisation with a mission to transform businesses, brands and people’s lives with the creative use of digital.
The aim of the workshop was to demystify and share best-practice on human-centred design (HCD) using hands-on experiences and experimentation. Attendees left the room with new connections and a newfound ability to apply a simple and effective framework to their own HCD practice.
The event was facilitated by Julia Birks, Strategic Design Lead and Dave Calleja, Associate Design Director and Head of Experimentation for Isobar.
Using the message that “HCD is about solving problems for humans with humans”, there was a clear emphasis on including the people you are designing for in the design process. This message resonates with the for-purpose sector, which has a long-held belief in person-centeredness as key to effective support.
Julia described the concept of cognitive bias and the role this plays in the design process, particularly in getting to the ‘why’ that is so critical in HCD.
Speaking to the intensity of this process within impact-focussed business (for example in speaking with perpetrators or people who have experienced wicked problems) Julia observed that HCD requires us to halt our oft instinctual drive to jump straight into the solution. Rather, we are required to ask new questions, and create new opportunities for people to come together to uncover the “why”.
Dave described the role of hypothesis, insight and experimentation which included an excellent overview of running interviews; “The best place for insight is the place where people are doing ‘the thing’”, and a challenge to “kill the HiPPO (highest paid person’s opinion).
As impact-led organisations continue to strive for excellence, there is an increasing appetite for capability in practices like HCD which have demonstrable effectiveness in redesigning solution-building. Whatever level of experience you have had with HCD, I encourage you to grab a cuppa and enjoy the recording of this event generously shared by Isobar, and share your thoughts and feedbacks in the comments.
Thanks to Caro and the Isobar team for their enthusiastic participation and for the fabulous SIMNA community that continues to grow excellence in impact here in Melbourne.
Isobar Good is business division for specifically partnering on and measuring transformative social initiatives, to learn more visit; www.isobargood.com
SIMNA Victoria Organising Committee
Director, Marli White & Co