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What I talk about
when I talk about
Human Centred Design
Dr. Simon Lawry
Dr. Simon Lawry
BApSci.
PhD.
Microsoft
Huddle
Gooroo
Telstra
Now
Personal
Development
I’m here to deliver a few gems from
10 years of education, teaching,
working and researching design.
One of the hardest things about
design is explaining it to others.
Design
is not
about
you.
never
How might we help others
understand what we do
and why it is valuable?
Designer as translatortranslator
This is a real problem that I faced with an early client.
“Why do you need to do research?”
3 Phase Design Model
Kolb (1984)
Beckman and Barry (2007)
Beckman and Barry (2009)
The D*School
Problem Solution
PROBLEM SPACE SOLUTION SPACE
Solution
PROBLEM SPACE SOLUTION SPACE
Problem
PROBLEM SPACE SOLUTION SPACE
Problem
PROBLEM SPACE SOLUTION SPACE
Problem
CONCRETEABSTRACT
PROBLEM SPACE SOLUTION SPACE
Problem
CONCRETEABSTRACT
Insight
PROBLEM SPACE SOLUTION SPACE
Problem
CONCRETEABSTRACT
Insight
PROBLEM SPACE SOLUTION SPACE
Problem
CONCRETEABSTRACT
Insight
PROBLEM SPACE SOLUTION SPACE
Problem
CONCRETEABSTRACT
Insight
Opportunity
PROBLEM SPACE SOLUTION SPACE
Problem
CONCRETEABSTRACT
Insight
Opportunity
Concepts
PROBLEM SPACE SOLUTION SPACE
Problem
CONCRETEABSTRACT
Insight
Opportunity
Concepts
PROBLEM SPACE SOLUTION SPACE
Problem
CONCRETEABSTRACT
Insight
Opportunity
Concepts
Solution
So what’s different
about what we do then?
PROBLEM SPACE SOLUTION SPACE
CONCRETEABSTRACT
Insight
Opportunity
Concepts
Problem SolutionSolution
Fixing
Problem
PROBLEM SPACE SOLUTION SPACE
CONCRETEABSTRACT
Insight Concepts
Take
Advantage
SolutionSolution
Opportunity
Problem
PROBLEM SPACE SOLUTION SPACE
CONCRETEABSTRACT
Insight Concepts
SolutionSolution
OpportunityRESEARCH
Problem
PROBLEM SPACE SOLUTION SPACE
CONCRETEABSTRACT
Insight Concepts
SolutionSolution
Opportunity DESIGN
Problem
PROBLEM SPACE SOLUTION SPACE
CONCRETEABSTRACT
Insight Concepts
SolutionSolution
OpportunityEXISTING
Problem
PROBLEM SPACE SOLUTION SPACE
CONCRETEABSTRACT
Insight Concepts
SolutionSolution
Opportunity NEW
Problem
PROBLEM SPACE SOLUTION SPACE
CONCRETEABSTRACT
Insight Concepts
SolutionSolution
Opportunity
Problem
PROBLEM SPACE SOLUTION SPACE
CONCRETEABSTRACT
Insight Concepts
SolutionSolution
Opportunity
This model has been used to
explain design to companies
both locally and internationally.
I’d encourage you to practice
drawing and explaining it, so you
can clearly communicate the
value of human centred design.
Think about how to
talk about design.
simon@simonlawry.com
au.linkedin.com/in/simonlawry

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What I talk about when I talk about Human Centred Design