human > humanity
Lately I've been thinking there's something not quite right about the term human centered design. It just feels cold, sterile... In a way, it feels contradictory to the idea itself.
So as Richard Ting, Senior Director of Product Design at Twitter, spoke about the topic during his segment at the 2020 AIGA Design Conference last week – virtually, of course – I actually applauded the screen.
Human centered design has an established correlation with the user, he said. But if you widen the lens to focus not only on the end user or customer and include all the stakeholders – from audiences to employees to vendors – what you really have is humanity centered design.
There was a tiny explosion of inspiration and invigoration in my head.
Because I've been trying to have this conversation with clients for years. It's clear to me, of course, but how do I make it clear to the brands who could benefit from it the most? Where is the conversation falling short? How can I help brands understand the concept offers a definitive opportunity to grow? It is, after all, the very crux of any great brand or moving campaign.
As the conference went on, and others took the stage to discuss all the myriad ways design builds bridges across audiences, disciplines and goals, these questions continued to peek in. They still rattle around... But ultimately, I think the answer is a pretty simple one:
What's lacking in many companies is a point of view. Company values are only as good as how far they reach. If they stay in-house, for employees' eyes only, or get stuck among the C-level folks, they're not doing much good.
Humanity centered design is why customers are loyal. It's why employees stick around. And it's why some click on a site in the first place, though they may not realize it. By inviting audiences behind the curtain, you can connect on a more significant level and begin to embody your most important values.
The pandemic, sadly, isn’t over. So most of us will remain virtual for a while. And right now, when we can't make that all-important in-person impression, fostering a feeling of human connection should be priority one. The good news is: a sure-fire way to do it is to show your brand's humanity.