Capabilities: Human Centered Design

ICG brings the following capabilities into your team to augment your internal resources where necessary, as part of our guided process.

Inspire Creativity, Create Value, Empower Employees

Human centered design (HCD) has the power to transform the culture of an organization and harness the energy, enthusiasm and insight of a workforce engaged in service to the ‘human’ at the center.  The HCD practice engages teams in design challenges that inspire creativity and empower employees to collaborate to “do the right thing” for your customers.


  • Capture current landscape through internal interviews and market research to identify gaps in knowledge
  • Frame design challenge with team to focus on key customer problem to be solved
  • Work with team to conduct field research through customer observation and capture task-based journeys
  • Brainstorming workshop to synthesize data, create personas and envision solutions
  • Co-create solutions with customers and employees to create a minimum viable product
  • Integrate data collection and build pilot
  • Learning launch and cycle through build, measure, learn
  • Service experience design with operations to engage broader team in continuous design & improvement


  • Work collaboratively with client’s employees while conducting human centered design research. The focus is on practical, easy-to-use tools that can be integrated by the client into future initiatives:
    • Differentiated solutions designed to meet unique customer needs
    • Operational processes created to deliver branded experience
    • Business model tied to customer value
    • Organization poised to iteratively improve experience with customer at the center