Integrating Human-Centered Design to unlock a step-change in value creation
Chris Vollmer and Matt Egol

In today’s digital environment, every company wants to be the disruptor, and Human-Centered Design (HCD) is the way to get there. Unlike traditional strategy, which is often linear, slow, and product-driven, HCD enables companies to build agile businesses, products, and experiences that meet users’ ever-evolving needs. This infographic illustrates the three key phases of HCD: understand, visualize, realize.



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Integ r a t ing H um a n - C e n te r e d D e s ign to Unl oc k a Step -Ch a n ge i n Va l ue C r e a t i o n
Strategy& helps companies turn ideas into transformational digital businesses. At the heart of our unique approach is the application of Human-Centered Design by multi-disciplinary teams that integrate across strategy, design, technology and analytics. As applied by Strategy&, Human-Centered Design lets businesses rapidly build digital products and services that meet a user’s ever-evolving needs. As well as applying insights to pursue disruptive strategies and business models, this user-centric push can shape a company’s innovation and marketing capability agenda.

Traditional strategy is often linear, slow and product-driven, rather than user-focused and agile, which results in companies playing defense against disruption vs. being the disruptor themselves.

Disruptive strategies & business models

Insights
Iterate

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Social listening; late nt n ee ds as se ss m

U n derst and
To effectively engage with the end user, today’s executives must constantly deepen their customer insight and UNDERSTAND what the user wants.

Vis ualiz e
Executives must VISUALIZE the opportunities presented by the changing digital landscape by looking 3 years out but building for today.

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rapid
prototyping

Putting the customer at the center with Human-Centered Design

Realize
Executives can REALIZE faster progress and greater impact through a more iterative approach, advancing from minimum viable product to the ultimate vision through multiple, shorter cycle releases.

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; min imum viable prod

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Iterate

Marketing capabilities

Innovation

© 2014 PwC. All rights reserved. PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see www.pwc.com/structure for further details. Disclaimer: This content is for general information purposes only, and should not be used as a substitute for consultation with professional advisors.

 

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Matthew Egol
Matthew Egol New York
 

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© 2014 PwC. All rights reserved.
PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see www.pwc.com/structure for further details.