BA Bites - When Human-Centred Design Isn’t What It Seems: From Users to Customers and True Innovation

About this episode

Benjamen Walsh discusses the pitfalls of human-centred design when it focuses on internal processes rather than actual customer needs.

We all say we’re doing human-centred design — but what happens when the “human” turns out to be our internal process, not our actual customer? In this episode, Benjamen Walsh dives into how real innovation starts with the customer’s job to be done — not our internal agenda. Learn how to spot fake HCD, how to reframe discovery around customer value, and why true innovation lies in understanding why people do what they do, not just how we think they should.

People in this episode

Host: Benjamen Walsh

Topics covered

• human-centred design
• customer innovation
• internal processes
• customer value
• discovery reframing
• job to be done

Keywords

• human-centred design
• innovation
• customer
• internal process
• discovery
• value
• job to be done

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