Three Lenses of Human-Centered Design (HCD)
Human-Centered Design (HCD) is a user-focused approach to problem-solving that puts people—along with their needs, experiences, and contexts—at the forefront of innovation. This approach has become a cornerstone of modern design, helping create solutions that are functional, meaningful, and impactful.
HCD emerged from the convergence of human factors, ergonomics, and the growing complexity of technology and systems in the mid-20th century. Its roots lie in designing tools, machinery, and processes during World War II that prioritized safety and usability. Over time, as the focus shifted to digital and interactive systems, HCD became a way to address challenges with a human-first perspective.
The ISO 9241-210 standard offers a definitive explanation of HCD. According to this international standard for ergonomics in human-system interaction:
“Human-centered design is an approach to interactive systems that aims to make systems usable and useful by focusing on the users, their needs and requirements, and by applying human factors/ergonomics, and usability knowledge and techniques. This approach enhances effectiveness and efficiency, improves human well-being, user satisfaction, accessibility, and sustainability; and counteracts possible adverse effects of use on human health, safety, and performance.”
This standard emphasizes HCD’s dual focus:
Usability and functionality: Ensuring systems work well for users.
Well-being and sustainability: Addressing emotional, physical, and societal factors in design.
In essence, HCD is about designing solutions that improve human lives while being effective, efficient, and sustainable.
The Role of IDEO in Popularizing HCD and Design Thinking
IDEO, a global design firm, is widely credited with popularizing Human-Centered Design and Design Thinking. Through its innovative projects and educational resources, IDEO has made HCD accessible to organizations worldwide. The firm’s belief in starting the design process with empathy has influenced industries ranging from technology to healthcare.
IDEO is also known for championing Design Thinking, a broader framework that integrates HCD principles. Design Thinking follows an iterative process—Empathize, Define, Ideate, Prototype, Test—to tackle complex problems creatively and collaboratively. This process aligns seamlessly with HCD by prioritizing human needs and leveraging iterative refinement to achieve innovative solutions.
One of IDEO’s most iconic contributions to HCD is their Three Lenses of Human-Centered Design model. This framework outlines three essential characteristics of any successful design: desirability, feasibility, and viability.
The Three Lenses of Human-Centered Design
IDEO’s framework is a foundational tool for approaching complex design challenges, ensuring solutions that are both user-centric and sustainable. Each lens represents a critical perspective:
1. Desirability:
Desirability focuses on the human aspect—what people want and need. It ensures that a solution resonates emotionally, functionally, and culturally with users.
Questions this lens addresses include:
What problems are users facing?
How can this solution improve their lives?
Does it create an engaging and meaningful experience?
For instance, designing a health-tracking wearable isn’t just about functionality; it’s about motivating users through intuitive interfaces and insights that empower them.
2. Feasibility:
Feasibility is all about practicality—ensuring the solution can be realized with existing or emerging technology. This lens evaluates technical and operational constraints.
It explores questions such as:
Is the solution technically achievable with current resources?
Do we have the expertise, tools, and infrastructure to implement it?
Can it scale to meet user demand?
Take autonomous vehicles as an example: While the idea is desirable and viable, feasibility depends on advancements in AI, infrastructure, and safety systems.
3. Viability:
Viability ensures that the solution is sustainable in the real world. This lens focuses on the business, environmental, and societal implications of the design.
Key questions include:
Is the solution financially sustainable?
Does it align with organizational goals and environmental values?
Can it succeed long-term without harming the planet or society?
For example, a renewable energy system might be highly desirable and feasible, but its viability depends on cost-effectiveness and scalability to serve diverse markets.
Expanding the Venn Diagram: My Additional Thoughts
High-resolution non-animated version
I realized the overlapping areas within IDEOs Venn diagram could be enriched with labels that reflect how these intersections play out in the world of production and industry. Manufacturing is a field where balancing user needs, technical capabilities, and economic realities is critical, and these intersections highlight different types of innovation manufacturers can pursue.
Desirability + Viability: "Market Innovation"
In manufacturing, this overlap refers to creating products that consumers want (desirability) while maintaining a financially and environmentally sustainable business model (viability). Market Innovation drives demand by identifying gaps in the market and designing products that meet both user needs and corporate goals.
Example: Electric vehicles (EVs) such as the Tesla Model 3. These cars are desirable to customers for their eco-friendly appeal and performance, and they align with sustainable and profitable business models. However, without addressing feasibility—such as securing a reliable supply of rare earth materials for batteries—such innovations may face production bottlenecks.
From a manufacturing lens, Market Innovation might involve streamlining product lines to cater to consumer demand without compromising cost-effectiveness or sustainability.
Desirability + Feasibility: "Functional Innovation"
This overlap is about designing products that users love (desirability) and can be manufactured efficiently with current technology (feasibility). Functional Innovation focuses on practicality, ensuring the product is both user-centric and producible without requiring unattainable resources or capabilities.
Example: Wearable devices such as fitness trackers. These products appeal to users (desirability) and leverage available technology like sensors and wireless connectivity (feasibility). However, without a strong financial model (viability), companies might struggle to sustain their production over time.
In manufacturing, Functional Innovation could also involve optimizing materials to maintain both aesthetic appeal and manufacturability. For instance, the rise of lightweight composite materials in automotive manufacturing enhances both performance and user satisfaction.
Viability + Feasibility: "Process Innovation"
This intersection is the heart of operational excellence in manufacturing. Process Innovation focuses on improving production methods that are efficient (feasibility) and cost-effective (viability). It may not always prioritize user appeal, but it ensures the manufacturing process is sustainable and scalable.
Example: The use of automation and robotics in assembly lines. Automation reduces costs (viability) and is achievable with existing technology (feasibility). However, unless the resulting products address user needs, this type of innovation might not lead to market success.
From a manufacturing perspective, Process Innovation might also include reducing waste through lean manufacturing techniques or adopting circular economy practices to repurpose materials and minimize environmental impact.
The Core Intersection: "Transformational Innovation"
At the center of the diagram lies Transformational Innovation, where desirability, feasibility, and viability converge. For manufacturers, this represents the creation of groundbreaking products or systems that excite users, can be produced efficiently, and align with long-term business and environmental goals.
Example: The introduction of 3D printing for mass customization. This technology allows manufacturers to create products tailored to individual users (desirability), is feasible due to advances in additive manufacturing, and opens up new business models (viability) by reducing material waste and production times.
In manufacturing, Transformational Innovation involves integrating all aspects of the value chain—from design to delivery—into a seamless process that delivers on user needs, operational efficiency, and sustainability.
References:
Fenn, Terence & Hobbs, Jason. (2017). Conceiving and Applying Relationship Models for Design Strategy. 10.1007/978-981-10-3521-0_45: https://www.researchgate.net/publication/304747460_Conceiving_and_Applying_Relationship_Models_for_Design_Strategy
International Standards Organization - ISO 9241-2010:2019 Ergonomics of human-system interaction Part 210: Human-centered design for interactive systems: https://www.iso.org/standard/77520.html
