Why Research is the Heart of HCD
In Human-Centred Design (HCD), research isn’t a box to tick — it’s the foundation that shapes everything else. Without real user insights, design often drifts into assumption-driven territory. Teams build what they think people want, instead of what people actually need.
This is where HCD research makes the difference. It grounds design in empathy, context, and lived experiences. Done well, it reveals pain points, unmet needs, and opportunities that no amount of desk-based analysis could uncover.
In this post, we’ll explore what research in HCD looks like, why it’s different from traditional research, and the methods you can use to better understand your users.
What Makes HCD Research Different?
You might ask: “Isn’t this just user research?” Yes and no.
Traditional research often aims for statistical certainty. It seeks to answer questions like “What percentage of users prefer option A over option B?”
HCD research, however, is exploratory and human-focused. It’s less about numbers, more about stories, motivations, and lived experiences.
Key differences:
- Qualitative first: Start with stories, not spreadsheets.
- Contextual: Observe users in real environments, not just labs.
- Iterative: Research happens at every stage, not only at the start.
- Inclusive: Involve diverse users, not just “average” ones.
👉 In short: HCD research is about empathy, not just evidence.
Goals of HCD Research
Research in HCD isn’t about collecting data for the sake of it. Its purpose is to:
- Understand users deeply. Who they are, what they need, how they behave.
- Reveal pain points. Where systems, products, or services are failing.
- Uncover hidden opportunities. Needs users can’t always articulate.
- Validate assumptions. Check if team beliefs align with reality.
- Guide design decisions. Provide evidence for ideation and prototyping.
Research Methods in Human-Centred Design
HCD research is flexible. You can adapt methods based on time, budget, and project scope. Below are the most common approaches.
1. User Interviews
One-on-one conversations that uncover motivations, challenges, and goals.
- Ask open-ended questions.
- Listen more than you speak.
- Dig into stories, not just surface answers.
Example: Instead of asking “Do you like this app?”, ask “Can you tell me about the last time you used it? What worked? What frustrated you?”
2. Contextual Observation (Ethnography/Shadowing)
Watching people in their natural environment reveals insights they might not mention.
- Shadow staff in hospitals.
- Observe citizens at service counters.
- Watch how people navigate websites in real time.
Insight: People often say one thing but do another — observation closes this gap.
3. Surveys and Questionnaires
Useful for reaching larger groups and validating patterns.
- Keep them short and focused.
- Mix quantitative (rating scales) with qualitative (open-ended) questions.
- Use as a supplement to interviews, not a replacement.
4. Diary Studies
Ask participants to record their experiences over time.
- Great for understanding long processes (e.g., applying for healthcare).
- Can reveal frustrations that don’t show up in one-off interviews.
5. Journey Mapping
Visualize a user’s end-to-end experience.
- Map touchpoints (where users interact with a service).
- Capture emotions, challenges, and pain points.
- Highlight opportunities for improvement.
6. Workshops & Co-Design Sessions
Bring users and stakeholders together to ideate and test concepts.
- Use structured activities (brainstorming, sketching, voting).
- Builds buy-in while generating rich insights.
Tools for HCD Research
- Recording & Notes: Otter.ai, Notion, Miro
- Survey Platforms: Typeform, Google Forms, SurveyMonkey
- Prototyping & Testing: Figma, InVision, Marvel
- Journey Mapping: Mural, Smaply, UXPressia
Tip: Tools help, but human interaction is what matters most.
An Example: Redesigning a Hospital Check-In
Imagine a hospital wants to redesign its patient check-in process. Traditional teams might jump to “let’s build a kiosk.”
The HCD team, instead, begins with research:
- Interviews: Patients reveal anxiety about long queues.
- Observation: Staff struggle to juggle paperwork and assisting patients.
- Journey mapping: Pain points emerge at three stages — arrival, form-filling, and waiting.
These insights reshape the project: instead of just kiosks, the solution includes better signage, multilingual forms, and SMS check-in reminders.
Best Practices for HCD Research
- Start with open questions. Avoid leading users toward expected answers.
- Embrace diversity. Talk to people across age, ability, and background.
- Stay curious, not defensive. If users struggle, that’s a design issue, not their fault.
- Synthesize insights. Turn raw data into patterns, themes, and opportunities.
- Share findings widely. Insights should inform the whole team, not sit in a report.
Common Mistakes in HCD Research
- Asking “yes/no” questions. These limit insights.
- Talking too much. Interviews should be 80% listening, 20% speaking.
- Ignoring outliers. Unusual stories often spark breakthrough ideas.
- Rushing synthesis. Insights matter more than raw data.
- Assuming one round is enough. Research should happen throughout the process.
Why Research is an Ongoing Process in HCD
Unlike traditional design projects where research ends once requirements are gathered, in HCD, research:
- Happens before, during, and after design.
- Guides ideation, prototyping, and testing.
- Evolves as new questions emerge.
👉 Think of it as continuous learning, not a single stage.
Conclusion: Empathy as the Starting Point
Human-Centred Design research is about more than gathering data. It’s about seeing the world through the eyes of your users. By investing time in understanding their lives, struggles, and motivations, you create solutions that resonate, not just function.
The most successful products and services don’t just “work” — they fit seamlessly into people’s lives. That fit comes from research.