Creativity and innovation: a human-centred design approach (HCD)


Design thinking

In designing impactful communication interventions, BBC Media Action puts the audience at the heart of everything it does. To achieve this, the organisation has used Human-Centred Design (HCD) processes to design media and communications outputs for nearly 20 years. Building on this experience, in Bihar BBC Media Action adopted and adapted a five-step, HCD process, originally developed by the Institute of Design at Stanford University. Experience suggests that applying an adapted version of Stanford’s five modes of design thinking – Immersedefineideateprototype, and test – in a consistent and structured way, helps contribute to the development of high-quality health communication interventions.