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Human Solution Design

The term Human Solutions Design refers to a design and management framework that places people at the center of product development. It is therefore sometimes also referred to as Human Centered Design. It is about getting to know the user, customer, guest, client, etc. and understanding their needs. This empathy should allow to create a product that fits as perfectly as possible to his requirements. A popular German translation is therefore “zielgruppengerecht”. However, the term is not entirely appropriate: Zielgruppengerecht is an expression that describes the final purpose. Human Solution Design, on the other hand, means the way to achieve it.

The three phases of Human Solution Design

Human Centered Design as a framework consists of three phases:

Developers learn directly from the people they work for. This can take the form of interviews, for example. Alternatively, the developers accompany the target group in their everyday life and thus get a feeling for what they need.
What is learned is used by the developers to find possibilities for a design. First prototypes are built. It is important that work does not begin until what has been learned has been truly internalized. For example, representatives of the target group may give the “green light” after discussions when they feel that the developers have understood what they are about.
The product is developed and brought to market. However, market readiness is only achieved when representatives of the target group feel that the solution meets their expectations.

Advantages and disadvantages

  • in principle guaranteed success, as it is ensured that the target group appreciates the product
  • target group is well known, which is useful for further developments
  • helpful for material products as well as for services, so can always be used for development
  • effectiveness and efficiency in development are improved, as only things are developed that actually have a benefit
  • problems (for example for health or occupational safety) are identified early on
  • unsuitable for large target groups
  • effortful
  • time- and cost-intensive to get to know the target group
      • So when should the framework be used? Expert Dr. Martina Beck has suggested a few factors for this:
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          • “If an individual contribution in a process chain is to be shown.”
          • “When ideas for the digital transformation of one’s own company need to be developed.”
          • “When new business ideas need to be found.”

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