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Human-centered design (HCD) is a management framework that takes into account the human perspective in all steps of the problem-solving process. When applied to business, HCD means to reshape the entire organization and its capabilities system around the Customer Experience. This includes Strategy, Product Development, Operations, Marketing, Sales, Customer Service, among other functional areas relevant to the Customer Experience element at hand. This requires mobilizing Digital Technologies to build empathy with the customer.

There are 5 core principles organizations follow when they seek to transform into an HCD organization:

1. Embed HCD in everything we do
2. Build brand value holistically
3. Design for 3 years out
4. Establish new structures and teams
5. Nurture our existing Digital Culture

HCD represents a new way approach to business—one that is very similar to a startup environment. Consequently, practicing HCD often requires changing the existing organizational structure and operating model. The ultimate result of HCD is creating Digital Enterprise that maximizes Value Creation through Digital Transformation initiatives.

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This business document is categorized under:
Business Framework Primers

File Type: PowerPoint (ppt)

Tag(s): Customer Experience, Human-centered Design, Digital Enterprise, Digital Culture

Number of Slides: 18

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Upload date (first version): Mar 27, 2017

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