What is Human Design and Why is it Important to Your Business ?
I will define this for your understanding in some detail but lets just consider the “dictionary answer” to “What is Human Design?” and to “Why Human Design is Important to your Business?” Actually there are several similar questions we will take at look in this article to help you understand the concepts, as well as expose you to some of the terminology, which as you know is always changing.
What is Human Design? – a research and design methodology that develops solutions to problems by involving the human perspective in all steps of the problem-solving process. Human involvement typically takes place in observing the problem within context, brainstorming, conceptualizing, developing, and implementing the solution. The approach is largely considered innovative due to its ability to incorporate lived experiences, as well as the objectiveness of the approach. source – Wikipedia
Ok, I agree that answer is a little stiff…
but it gives you the idea or concept behind the design process. Let’s take a look at this in a more broken way format for the formulation of a plan or process you can put to use, no matter what the business. Throughout this guide we will look at additional but similar concepts that can all be related back to the UX design.
What is UX Design you ask?
UX Design stands for “User Experience” and Human Centered Design or Human Design is a very important component to UX design. Yes, there are people that hold positions around the world as UX Designers. Could you be a UX designer? If you have your own website the that created yourself you are a UX designer already. The real question is, are you a GOOD UX Designer?
If you are not completely, in the know, on our original question, “What is Human Design?” then chances are you are not as good a UX Designer as you could be nut that brings us more the second piece, “Why is Human Design Important Your Business?” More on that to come so stick around.
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What is Human Design? The breakdown…
A research and design methodology that develops solutions to problems – If you have a business or website there is a pretty good chance it was created to develop some solution to a problem. People look for, buy and use products and services that solve problems. It doesn’t have to be a world changing event to solve what can be classified as a problem. Many products are designed and sold that slove things that are merely a matter of convience for the consumer.
Involving the human perspective in all steps of the problem-solving process – this is the real meat of it, this is the real answer to our query, “What is Human Design?”. Involving the human perspective in all steps. Companies you know well and probably use all the time are mastering these aspects of design along with the answers to:
What is Persuasive Design? What is Intelligent Design? What is Interactive Design?
All these ideas are tied to UX Design and are similar to Human Design. We would find the term “Persuasive Design” used more in the marketing aspects of design but what business doesn’t use marketing? Whereas, “Interactive Design” would probably be use more in terms of web based or app type business offers, although there is user interaction in most products or services. In todays world you interact with your car, your appliances, your phone, tablet and game console.
Human Design involves studies on human behavior and some of the results are available to you and I on the web. Designers will look at and analyze many things that occur throughout a process to create and then tweak designs. Lots of questions will be asked as they design is put together, structured and takes shape.
What is the users goal or problem to solve? What are they thinking when the land on a webpage?
Where will they look for the answers? What get’s someone to click? What do they expect when they do click?
There are many techniques used in Human Design in addition to questions and answers, such as brain storming, mind mapping, behavioral analytics and so on. For Example we know that people view web pages in an “F” viewing order. Please see the image below for a look at what I am referring to.
The typical viewer or reader will look at the top left corner first and that is why the majority of the websites you view have the most identifiable object or text in that corner. Usually a logo, right?
When you think about it, it makes a lot of sense. We are taught from an early age the the proper way to rea is starting at the top and reading left to right.
These sorts of insights help with basic design structure but it goes much deaper than that. Think about the websites you use regularly, what you like about them and why. Then think about an experience with a website that may you say to yourself and sometimes even outloud, “This website sucks!”
Important things to consider in your design will include:
Obviously there is an importance behind graphic design and visual appeal but if that is all you are considering you are missing the boat. Design in 2016 for any business is much more the visual design, that is just one piece of the puzzle.
- Graphic and/or visual design
- Human Centered Design and/or interactive design
- Persuasive Design
All of these pieces adding up to the overall UX Design!
Graphic Design, as do each of the others, will encompass many different pieces of it’s own puzzles for the consideration of the color pallet to style and types of images and fonts used. If you are interested you could read for hours on the phsycological affects of color and color use.
Red is know to be one of the most emotion-evoking colors but red mixed with white to create tones more toward a pink or softer side will have different reactions than RED used in a purer form. Even still red with black will evoke darker, edgier feelings.
Warm tones evoke different feelings than cool tones. Green is one of the more calming tones while blue is link to peace and serenity.
Additional shapes with sharp edges and angels will be use in one instance while circles and curve would be better suited in another.
Human and/or Interactive Design, as we have discussed invovles the consideration of how I user wants to interact, a forecast like presumption of what the user will expect. The basic structure will help a user feel comfortable with an initial entrance, so to speak but generally users do not spend much of their time on a HOME page.
The human design should tell them what to do next because that is what the user is looking for almost immediately upon landing on the page. Your design has to be comfortable at the same time should be an easy to follow guide for the user.
Think about Google for a second… It there any doubt in your mind what to do when you use Goolge? I know it’s not new to you but even if it was, really is there any question?
Your site should be consistant throughout so it begin to train the user as they navigate the sites. The buttons you want them to click should be very much alike and it should be very clear what they are supposed to do. The font styles should be the same, the drop down boxes should be the same, the mouse over effects should be the same because if that is what the experience was on the first page that is what the user is expecting. Even if they don’t know it, consciously.
If your user clicks a link and then clicks again to reach the goal there is opportunity for improved Human Design. A great design will result one click reaching the goal instead of two. If a user has to use the home button or worse yet back button there may be additional opportunity there.
Persuasive Design differs in that it does the same things with visual appeal and basic structure to give a comfotable feeling to the user but it has a different “end game”. The Persuasive design has the primary goal of getting as many readers or users as possible to follow a particular path or take a particular action.
I am sure you have heard the time “call to action” which is used in all types of marketing, from the highway billboard that says “EXIT HERE”, to the website button that says, “CLICK HERE” or “BUY NOW”. A good persuasive design may incorporate a loop or funnel of sorts that give the illusion of choice while leading all choices to the same goal.
How do you persuade someone when talking to them? You speak with confidence, you might talk faster, raise your voice or use strong words. (know what I mean?) How do you do that in advertising or on a web page? You use buttons or arrows maybe even a tick box, the biggest thing here is clarity.
The design has to make it absolutely CLEAR what the user is supposed to do.
Combining the right visual appeal with the basic, feel good, structure and the, what to do now, clarity is what you want your design to do.
I hope that this has given you a bit more insight and some things to work on to improve your design skills. Did I answer the question, “What is Human Design?” for you?
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