Human-Centered Design

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The Human-Centered Design (HCD) Center of Excellence (CoE) teaches a simple approach to service design that results in 3 outputs:

  1. Persona – Identify, define, and prioritize the customer types impacted by ISG’s products, services, and policies;
  2. Journey Map (customer viewpoint) – Research, document, and validate the persona’s experience (journey) with the organization over time and touchpoints; and
  3. Service Blueprint (business viewpoint) – Document how the organization currently supports the customer journeys and use these artifacts to identify opportunities to improve the customer experience by creating new or improving upon existing products, services, and policies.

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