Overview

The Human-centered Design (HCD) Discovery Guide helps individuals and organizations understand customers, their goals, and their moments of delight and frustration. This modular guide was developed through real-world testing in organizations numbering from a dozen people to hundreds of thousands of employees. It shows how to move through customer research with confidence, from first ideas to final, actionable insights and their presentation to stakeholders. Use the HCD Discovery Guide to: Understand the best framing for your core research questions. Scope a project to investigate that problem. Conduct that project in a rigorous way. Pull actionable customer insights from your research. Deliver your project on-time. From receiving the first project brief or identifying a first customer problem to delivering a final presentation to stakeholders, this guide helps innovative generalists get the direction they need to conduct smart, focused, and efficient customer and stakeholder research. This strong, foundational research for product, service, program, and service development then sets up individuals and organizations up to build great things with the confidence that they truly understand their customers.

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Reviews

""This Guide has transformed our [veteran] approach.""Master Sergeant, U.S. Army [Ret.], Veteran Advocate ""We've pretty much adopted this Guide as our how-to.""Team lead, Deloitte ""We find this guide very helpful.""Lead, The Ohio State HOPES Center

Author Information

Ana Monroe is the author of the U.S. standard for human-centered design. She has served as a Human Innovation Fellow and Director of Service Design for various federal agencies and as an advisor in for- and non-profit organizations. She holds an MFA-STEM from Art Center College of Design, an A.B. from Columbia College, Columbia University, and various U.S. and global patents.

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