Insights

The HCD process at CMS is a framework for describing design thinking as a continuous improvement philosophy. While the number and naming of "steps" or "phases" may differ between frameworks, they all focus on customer empathy and engagement as a way to solve the right problem the right way.

Learn about the steps and methods used at each phase of the Human-Centered Design process.

Initiate Phase

INITIATE PHASE

Create a shared understanding of the problem that you're trying to solve; Who, What, Where and How

Immerse Phase

IMMERSE PHASE

Gain empathy by talking to and observing your customers.

Synthesize Phase

SYNTHESIZE PHASE

Sense-making by gathering available research, data, information to find themes, organizing into patterns and discovering insights.

Ideate Phase

IDEATE PHASE

Ideas without limits.

Prototype Phase

PROTOTYPE PHASE

Reduce your ideas to those that are desirable, feasible and viable, and make as interactive as possible so you can get feedback about the experience.

Implement Phase

IMPLEMENT PHASE

You are not done. Continue to iterate, refine and enhance based on user feedback and metrics

Blog

What is Service Design: Part 2 – Journey Mapping

Service design is the process of understanding and refining an organization’s people, processes, systems, and policies to improve both the employee experience and, directly and indirectly, the customer’s experience. The Human-Centered Design (HCD) Center of Excellence (CoE) has articulated a simple 3 step approach to service design including:

Personas -> Journey Maps -> Service Blueprints

In Part 1 we covered the topic of Personas and the important practice of identifying, defining, and gaining empathy for the specific customers of your products and/or services.

Today, in Part 2, we explore the second step of service design, which focuses on customer Journey Mapping.

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