Why a Human-Centred Approach is Crucial for Business


People buy from people, so the saying goes. This is true to some extent, but dig a little deeper and you’ll find that people buy on how they feel. So business is actually about feelings.

Studies have shown that 95% of decisions are made subconsciously without logic or reason so it makes sense to invest in how your customers feel. This is where a Human-Centred Approach comes in with cross-overs in user experience (UX) and anthropology; it’s about a deep understanding of your customers, making sure every part of your business is designed to meet their needs by putting the customer at the centre of your business.

An increasing number of businesses are making this crucial shift, moving away from the messaging of “this is what we do” and “these are the features” towards a customer-centric model, such as Amazon, Netflix and Airbnb have done. Through in-depth customer analysis — and this includes actually speaking to people IRL rather than just looking at google analytics — businesses are able to clarify their customer’s needs and then work on how to meet them, thereby creating happy, fulfilled customers. Feedback is also key, by frequently asking the right questions and refining each touchpoint, your customers feel a sense of delight when they think of your business. Happy customers = happy businessses.

So, how well do you really know your customers? Are you providing opportunities to connect and engage to ultimately drive growth?

An Introduction to Human-Centred Design