Sandra Fruebing

Sandra Fruebing

Senior Consultant, UX Analyst

It’s good for business

In the UK, for every £1 invested in design, businesses can expect over £20 in increased revenues. It is also linked to profit; for every £1 invested in design, businesses can expect over £4 increase in net operating profit.

In 2015, UK firms invested £14.7bn in design. Our analysis shows that when firms invest in design, they are more likely to invest in other intangible assets such as R&D and get them working in synergy to generate new innovations and create additional value.

It’s good for consumers

Human Centred Design (HCD) starts and ends with people. A human centred designer believes that people are central to developing a solution and that the end users of whatever you are designing hold the key to a great outcome. .

HCD professionals work with, not just for, the end users. We gain a deep understanding of people’s fears and dreams through user research, which is then used to design the best solutions rooted in people’s real needs.

It’s good for innovation

HCD teams will arrive at solutions that the world needs as long as they keep the focus on the end users and learn from them. Our designers use both contextual and lateral thinking, looking for inspiration and connections in unexpected places. The human centred design process focuses on problem solving, tinkering, testing, failing and constantly iterating until it hits the sweet spot.

It’s good for all

So how could HCD processes benefit your organisation?
Recent CGI HCD case examples in B2B and B2C markets, which unlock value for organisations and consumers include:

  • Making ticket purchase and journey planning easier for tram customers through an app for West Midlands Metro customers to book tickets, check for line disruptions and access exclusive travel offers.
  • A custom made to order retail platform which places the customer at the very heart. This enhanced experience has resulted in increased sales for a global retailer

In a 2018 survey conducted by the Design Council UK more than two-fifths of the survey respondents agreed that the use of design within their organisation has contributed to an increase in sales turnover, business competitiveness, and awareness and recognition of the brand and/or raised brand loyalty. Now is the perfect time to take advantage and implement HCD processes into your business.

Contact me to talk about your businesses current design needs, or if you would just like a general chat around HCD and how it works.

About this author

Sandra Fruebing

Sandra Fruebing

Senior Consultant, UX Analyst

Sandra Fruebing is a Senior Consultant, UX Analyst in CGI UK’s Emerging Technology Practice.