Human-Centered Design


Share on LinkedIn

When designing the user interface, the idea is to make it easier for the human, not force them to adapt to the complexity and logic of the computer. The same applies to other forms of innovation and complexity. Sure to more ahead, human need to stretch and change. But we don’t need to be overwhelmed, we need some help turning innovation and uncertainty into something we can gain a measure of control and have a meaningful and personally rewarding experience.

Here’s a link to a video that nails this concept.

Enjoy and think of how this applies to the customer experiences your company enables.

John Todor
John I. Todor, Ph.D. is the Managing Partner of the MindShift Innovation, a firm that helps executives confront the volatility and complexity of the marketplace. We engage executives in a process that tackles two critical challenges: envisioning new possibilities for creating and delivering value to customers and, fostering employee engagement in the innovation and alignment of business practices to deliver on the new possibilities. Follow me on Twitter @johntodor


  1. John: thanks for sharing the video. Some of it went over my head–most times, I view products as products, not as a “window” to something greater. But I wanted to see it because your title grabbed my attention, and the subject interests me greatly.

    My view is that a great technology toy is one that comes out of the box, has an “on” button that can be found without the aid of a manual, and can be put to use as soon as it’s powered up.

    For a good read about the conflicts between technology, design, and human needs, I like Alan Cooper’s The Inmates Are Running the Asylum. (where I first learned the term cognitive friction) His web journal can be found by clicking here

  2. Andy,

    Thanks for the comment and link. I found the site interesting and will look in on it periodically.

    While the video dealt with design of technology, I think it goes beyond useability. It should include a process that helps people figure how to get value out of it. In some case this means gaining new insights and know-how. Apple is great at this. For example, the simplicity of iPhoto enables me to envision new things I can do with photos and sound. I am sure the technology underlying iPhoto is simple but the design encouraged me to do more with it that what I had in mind when I got it.


    John I. Todor, Ph.D.

  3. Gents

    The Bill Moggridge video on service design is even better. It illustrates that we need to be thinking about how we design experience touchpoints so that they enable customer to co-create value during them. It’s not about products and services, it’s about value co-creation.

    Graham Hill
    Customer-centric Innovator
    Follow me on Twitter

    Interested in Customer Centric Innovation? Join the Customer Driven Innovation groups on LinkedIn or Facebook to learn more.

  4. Graham,

    I did like the video and after viewing it re-read your remarks. You seem to be saying that by designing experience touchpoints as illustrated, one enables the user to create a meaningful experience for themselves. That’s an interesting use of the term co-creation and different from what I’ve seen as more typical where the customer is involved in the design process.

    One of the best example of this that comes to mine is how Electronic Arts builds help into their games so it is contextually relevant and readily available to the users at the moment. Humm’ maybe we should be using this concept beyond games.


    John I. Todor, Ph.D.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here