Although innovation and problem-solving does not follow a one-size-fits-all approach, my design philosophy is deeply influenced by the MADI Program, where I earned my master’s degree. Within this program, the Human-Centered Design approach is encapsulated in a model known as the "7 Circles." Like most of the amazing models, toolkits, and processes out there around the topic of design thinking, at the core, the 7 Circles aims to put humans at the center of every design.
This involves employing qualitative research methods to gather solid evidence that informs my design solutions, instead of relying on personal assumptions and preferences. I work to deeply and intentionally understand the people I am designing for which I believe not only enriches any field it's applied to but also cultivates a practice of empathy towards and alongside clients, welcoming ambiguity as a pathway to uncovering impactful, evidence-based solutions.
The Process.
Define
Understand
Imagine
Refine
Make
Test
Tell
The 7 Circles
Define
Understand
Imagine
Refine
Make
Define establishes the project's broad scope by formulating a guiding research question using the "How might we..." structure, focusing on the "how" rather than just the "what." By using "might," it acknowledges the possibility of failure and encourages iterative design. The collaborative nature of the process ensures consideration of the behaviors of all involved parties, setting a starting point for the rest of the design process.
The second phase, Understand, delves deeper into refining the "How might we..." question and gaining context for the project by employing qualitative research methods. Emphasizing the significance of asking the right questions, the process involves gathering secondary research and conducting in-depth interviews to identify actors, factors, and issues within the project's scope, including the ecosystem, facts, and pain-points.
In the third phase, Imagine, designers engage in structured brainstorming sessions to explore potential solutions grounded in evidence gathered during the previous phases. Techniques like storyboarding and asking exploratory questions help maintain open-ended thinking while focusing on actionable ideas, providing a space to generate innovative solutions for the project.
In the fourth phase, Refining, the focus narrows to one to three specific project directions by synthesizing gathered research and ideas, making the project more tangible and manageable. While the initial research question remains unchanged, it becomes more specific, guiding the generation of questions aimed at informing the design and development of future prototypes.
The fifth phase, Make, distinguishes Human-Centered Design by requiring designers to create prototypes aimed at addressing the original research question, putting their ideas to the test through practical application. Emphasizing iterative design, this phase involves building prototypes of varying fidelity levels to gain firsthand experience and learn from each iteration, reinforcing the understanding that the initial design idea is not the only option and encouraging continuous refinement through testing and learning.
Test
The sixth phase, Test, complements the Make phase by evaluating prototypes in real-life project contexts to assess their effectiveness and identify areas for improvement. Testing ensures that solutions meet their intended objectives and enables teams to learn from real-world feedback, fostering iterative refinement before final deliverables are produced. By prioritizing learning over proving success, this phase facilitates continuous improvement and enhances the overall design process.
Tell
The seventh phase, Tell, serves as a distinct part of the framework, showcasing the importance of communication throughout the design process and providing a platform for sharing insights and outcomes with clients, teams, and stakeholders. By incorporating tell into each stage and creating final case study reports known as beacon documents, Human-Centered Design not only demonstrates the work undertaken but also elucidates the methodology and rationale behind it.