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1. MAVERICK INNOVATION LAB
What is Human-Centered Design?

2. Maverick Innovation Lab - 08/12
“Good design must primarily serve
people. Good design is good business”
- Thomas J. Watson. Former IBM CEO.

3. “Everyone designs who devises
courses of action aimed at changing
existing situations into preferred ones.”
- Herb Simon

4. Maverick Innovation Lab - 08/12
The Challenge
• Companies are good • Universities are good
at reliably building and at preparing students
manufacturing things. to solve specific
problems related to a
product or service.
The challenge of innovation is how to put it all together
and make products, services, or policies that people
reliably find desirable.

5. Maverick Innovation Lab - 08/12
Human-Centered Design (HCD)
• The discipline of generating
What is
solutions to problems and desirable to
users?
opportunities through the act of
making „something‟ new, where
Innovation
the activity is driven by the
What is What is
needs, desires and context of possible viable in the
with marketplace
the people for whom we technology? ?
design.

6. Maverick Innovation Lab - 08/12
LEFT BRAIN: ANALYTIC, ADMINISRATIVE, RIGHT BRAIN: HOLISTIC, CREATIVE, QUALITATIVE,
QUANTITATIVE, DEDUCTIVE, CAUTIOUS, EXPLOITIVE ABDUCTIVE, ADVENTURSOME, EXPLORATIVE
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Little Change Big Change
Incremental Breakthrough
Improvement Disruptive
Evolutionary Revolutionary
Emergent Radical

7. Maverick Innovation Lab - 08/12
HCD Toolkit

8. Maverick Innovation Lab - 08/12
Benefits
• Makes your product or
service easier to use, thus
enhancing your brand.
• Reduction in training and
support costs.
• Increase sales, while
leapfrogging the
competition.
• Allows you to get inside
the heads of your users.

9. Maverick Innovation Lab - 08/12

10. Maverick Innovation Lab - 08/12