Human centred design
Human centred design (HCD) is a problem-solving approach that puts the needs, wants, and limitations of end-users at the forefront of the design process. It’s about creating solutions that are not only functional and efficient but also intuitive, enjoyable, and truly meet the needs of the people who will be using them.
By employing HCD, businesses can develop products, services, and experiences that are genuinely useful, usable, and desirable, leading to increased customer satisfaction, improved brand loyalty, and ultimately, greater business success.
What to look for in a human centred design freelancer
When searching for a human centred design freelancer, look for individuals who demonstrate a deep understanding of user research methodologies, a strong portfolio showcasing user-centred design projects, and excellent communication and collaboration skills.
Experience in specific design disciplines like UX/UI, service design, or product design is also valuable, depending on your project needs. Look for evidence of a genuine passion for understanding user behaviour and a commitment to creating user-friendly solutions.
Main expertise areas within human centred design
Human centred design encompasses a range of specialist areas. When hiring, consider which of these areas are most relevant to your project:
- User research: Expertise in conducting user interviews, surveys, usability testing, and ethnographic studies to gather insights about user needs and behaviours.
- UX/UI design: Skills in designing user interfaces (UI) and user experiences (UX) that are both aesthetically pleasing and highly functional.
- Service design: Focus on designing and optimising the overall service experience, considering all touchpoints between the user and the service provider.
- Product design: Specialisation in designing physical or digital products that are user-friendly, aesthetically appealing, and meet market needs.
- Interaction design: Expertise in designing the interactions between users and digital products, focusing on creating engaging and intuitive experiences.
Relevant interview questions
Here are some key questions to ask potential human centred design freelancers:
- Can you describe your human centred design process?
- Tell me about a project where you successfully applied human centred design principles. What were the challenges and how did you overcome them?
- How do you ensure you are designing for the target audience's specific needs?
- What user research methods are you most familiar with?
- How do you incorporate user feedback into your designs?
- Show me examples of projects where you've improved user experience.
Tips for shortlisting candidates
- Review portfolios carefully, paying attention to the user research methods employed and the impact of the design solutions.
- Look for case studies that demonstrate a clear understanding of the target audience and how the design addressed their needs.
- Prioritise candidates who can articulate their design process clearly and demonstrate a strong user-centric approach.
Potential red flags
- Be wary of freelancers who focus heavily on aesthetics without demonstrating a deep understanding of user needs.
- A lack of demonstrable user research experience or a portfolio that lacks diversity in project types can also be red flags.
- Be cautious of candidates who cannot articulate their design process clearly or provide concrete examples of how they have applied human centred design principles in previous projects.
Typical complementary skills
Human centred design often works well alongside skills like:
- Visual design
- Prototyping
- Content strategy
- Front-end development
- UX writing
What problems can a human centred design freelancer solve?
Hiring a human centred design freelancer can help you:
- Improve user satisfaction: By focusing on user needs, HCD freelancers can create products and services that are truly enjoyable and easy to use.
- Increase conversion rates: User-friendly designs can lead to higher conversion rates and improved business outcomes.
- Reduce development costs: By identifying and addressing usability issues early in the design process, HCD can help avoid costly redesigns later on.
- Innovate and differentiate your offerings: HCD can help you create truly innovative products and services that stand out from the competition.
- Create a stronger brand identity: By consistently applying HCD principles, you can build a brand that is known for its user-centricity and commitment to customer satisfaction.
Example 1: Redesigning a mobile app
A struggling e-commerce business hires a HCD freelancer to redesign their mobile app. Through user research, the freelancer identifies key pain points in the checkout process and redesigns the interface to be more intuitive and user-friendly, resulting in a significant increase in sales conversions.
Example 2: Developing a new service offering
A local council hires a HCD freelancer to develop a new online service for residents. The freelancer conducts extensive user research to understand resident needs and preferences, leading to the design of a user-friendly online platform that simplifies access to council services and improves citizen engagement.
Example 3: Improving website accessibility
A non-profit organisation hires a HCD freelancer to improve the accessibility of their website. The freelancer conducts accessibility audits and user testing with disabled users to identify and address accessibility barriers, ensuring the website is inclusive and usable for everyone.
