I began learning about human-centred design when I wanted to create movies for audiences. See, traditionally, filmmakers decide to write something, make it, then only at the very end, after years of production, do they wonder whether anyone wants to see their work. Instead, I start with the audience, and dive deep into who they are, why they like what they like, then work out what we can make with our storytelling skills to co-create something they’ll watch and love.
The super boring wikipedia definition of human-centred design:
Human-centered design (HCD) is a design and management framework that develops solutions to problems by involving the human perspective in all steps of the problem-solving process. Human involvement typically takes place in observing the problem within context, brainstorming, conceptualizing, developing, and implementing the solution.
This lead to completing human-centred service design consultancy’s Huddle Academy course, and then joining Huddle as their in-house storyteller and communications designer.
As Huddle’s Storyteller, my role was to understand what Huddle do, then better communicate its value and its impact to current and potential client-partners, as well as within the organisation. Spanning Melbourne, Sydney and Amsterdam, telling our story internally to maintain culture, progression and free-thinking ideas is just as important as expressing our value as problem solvers to the market. I did this in close collaboration with the lead of marketing, breaking down our audiences based on their own values, needs and wants. From there, I gathered the stories worth telling in the organisation from its inception in 2007, then used the same human-centred tools I’d been taught by Huddle to assess what stories are going to have the most impact on our audiences.
Stories take many forms, and I was able to use way more of my skills than just video: drawing, writing, blogging, social media, coaching others to better tell their own versions of the story, and even exploring virtual reality. All these skills combined to form exciting and far more digital ways to communicate and engage the emotions of our audiences, both in and out of Huddle.
How can we find out more about your audience, then develop and co-create communications and content that connect?