Humanity Rule in Design Thinking for Product Development

The humanity rule in design thinking puts the user at the centre of the product development process. It's about understanding their real needs, emotions and challenges through empathy and continuous engagement.

Empathy is key to the success of new product innovation. In fact, 3 out of 4

fast-moving consumer goods (FMCG) launches fail within a year, while those that succeed focus on truly understanding the consumer and uncovering demand-driven insights.

The emotional part of the brain processes sensory information 20% faster than the cognitive part, and 95% of purchase decisions are based on emotion. Nearly half of consumers (47%) are willing to spend more with companies that deliver a better experience than their competitors, and they'll pay up to a 16% premium for a positive experience.

Prioritising the human experience allows designers to create products that are not only functional, but also meaningful and accessible. This ensures that the product resonates with you and addresses both practical and emotional aspects of your life, leading to more successful and impactful solutions.

How can we shape the world by putting the human experience at the heart of everything we create?

1. Empathise with Users

• Research: Start with user research through interviews, surveys, and observations. Focus on understanding the problems your users face, along with their goals and emotions.

• Create Personas: Develop detailed user personas that capture your target audience’s demographics, behaviors, and pain points.

• Empathy Mapping: Visualise what your users think, feel, see, hear, and do to get a clearer understanding of their motivations and frustrations.

2. Define the Problem from the Human Perspective

• Focus on User Needs: Focus on the problem from your user's perspective, centering on their challenges and needs rather than just business or technology aspects.

• Ask Why: Go deeper into user problems by repeatedly asking "Why?" to uncover root causes and true needs.

• Craft Problem Statements: Write problem statements that capture your users' challenges, making sure they stay human-centered.

3. Ideate with Human-Centered Goals

• Involve Users in Brainstorming: Involve users in the ideation process. Their input gives you fresh perspectives and helps ensure your ideas align with real needs.

• Focus on Value: Evaluate each idea by asking yourself, "How does this benefit the user?" Prioritise concepts that address key pain points or improve the user's life.

• Challenge Assumptions: Make sure your ideas are based on real human insights rather than assumptions about what users might want.

4. Prototype with the User in Mind

• Rapid Prototyping: Build low-fidelity prototypes that your users can engage with early in the process. These prototypes should focus on meeting user needs and inviting feedback.

• Test Usability: Prioritise usability, accessibility, and emotional response. Make sure your prototype is easy to use and directly addresses the problems you identified in earlier stages.

5. Test and Refine with Real Users

• Conduct User Testing: Have real users test your prototype in real-world scenarios, gathering feedback on their experiences, including any frustrations, likes, and dislikes.

• Iterate Based on Feedback: Refine your product by addressing the issues users bring up. This keeps the final product aligned with human needs, not just your initial vision.

• Emotional Impact: Pay attention to how the product makes users feel. A product that triggers positive emotions is more likely to succeed in the long run.

6. Maintain Human Focus During Implementation

• Collaborative Feedback: Stay engaged with the user even after the initial product is developed. Continuous feedback loops will help you ensure that updates and improvements stay focused on their needs.

• Inclusive Design: Make sure the product is designed for a diverse range of users, taking into account their varying physical, cultural, and social needs.

• Measure Impact: Track how well the product solves the intended problem and its overall impact on the users’ lives, not just metrics like sales or engagement.

“Great products are engineered when product managers truly understand the desired outcomes by actively listening to people, not users.” - Michael Fountain

As you move forward with your product development, remember that the key to creating something truly valuable is staying deeply connected to your users’ needs. Prioritise empathy, involve users at every stage, and focus on solutions that not only work but also create meaningful experiences. Don’t just design for functionality - design with a purpose that resonates emotionally with the people who will use your product. Keep refining and adapting based on real feedback, and always aim to improve the user’s experience.

Will you take the next step and create solutions that not only work, but resonate with the people you're designing for?

Consistently check in with your users, challenge your assumptions, and stay open to evolving your product based on their needs. By doing so, you’ll create products that truly make a difference.