What are the steps of a human-centered production?
Placing empathy at the core of the design process.
Topic: ProductionRelated Content:Webinar: How do I create a social media campaign?Article: Why Design Thinking Is So Valuable for Brand Awareness?Article: How Can I Reach My Audience With Content Design?
(3 min read)
How can you connect with your users in the most effective way? You can maximize your brand equity and impact by using human-centered design principles in the production process. It all starts with one simple tenant: empathy.
Q/A#1:
What is human-centered design?
Human-centered design (HCD), is a method of problem solving that places emphasis on the needs of your user.
In the 1960s, there was a shift in product development and advertising. The need to be customer-focused and not company-centric led to the creation of a new approach of creating products. John Arnold (professor of mechanical engineering at the Stanford University) pushed for a new mentality for design based upon the psychology of creating thinking and imagination. HCD, or human-centered design is a process that places empathy for the target audience at the core of any production process.
Q/A #2:
What are the steps of human-centered production?
1. Research. 2. Message. 3. Design. 4. Movement.
The Park Ave Co has developed a human-centered approach for the development of graphics, videos and other media. We first get to know you (”Research”). We learn about the psychographics and demographics of the people you want to target through a series workshops. What information do you want to communicate about your company? What is most important to your audience? The message for your deliverable will be crafted based on the research findings of your users (”Message”). Next, we design visuals to convey the information (”Design”). Finally, if your final deliverable is a video, animation and sound effects are added (”Movement”). Based upon the principles of HCD, multiple iterations are embedded within each stage of the production process. Empathetic design is at the core of anything we produce.
Q/A #3:
Why do I need to create a user persona?
By creating a user profile you can tailor your campaign to meet the needs of your audience.
Your "user" represents the person you want to reach. The User Persona is a combination of audience research and storytelling. Producing content that is culturally and demographically relevant to your users will increase your chances of impact. To create a human-centered campaign, you must first place yourself within the context of your audience. Empathy is the heart of HCD production.
Takeaway: Steps of a human-centered production.
1. Uncover the needs of your user.
2. Craft your message to best fit how your audience receives information.
3. Create visuals and add movement based upon the demographics and psychographics of your audience.
Next Steps
More Resources
What Is Human-Centered Design? by Harvard Business School
How do I create a social media campaign? by The Park Ave Co
Why Design Thinking Is So Valuable for Brand Awareness? by The Park Ave Co
