Human-centered design is a process that focuses on human needs and problem-solving. In the architecture field, it is a collaborative undertaking, a partnership between architect, client, and the client’s end-users that takes into account multiple perspectives to create spaces that are functional and inspiring.

Benefits of Human-Centered Design

A central goal of human-centered design is to improve users’ sense of well-being. On a practical level, this means creating buildings that meet the needs of both customers and workers while creating a sense of harmony and peace and stimulating creativity.

An excellent example of human-centered design in action is The Lantern, an assisted-living facility in Ohio for people with Alzheimer’s and other dementias. In contrast with many such facilities, The Lantern was specifically designed to make clients feel at home and to connect them emotionally with their previous lives. The facility is laid out in “streets” that resemble a small town circa 1940 with discrete “homes” featuring designs that reflect experiences that are familiar and comforting to most residents.

Using Human-Centered Design

Because it is user-focused, there is no single blueprint for using human-centered design, but there are several key ideas you can use when designing your retail space.

Know Your Customers

When creating your products and services, you no doubt identified your target market and carefully researched your customers’ needs and wants. You can apply that same meticulous methodology to designing your retail space.

Observation is a good first step. Visit existing retail stores in your sector and market to see how customers and workers interact with the space. How do those spaces help – or hinder – customers’ connections with the products and services on offer? How can your space improve on it?

Collaborate with Customers and Workers

Designing and refining your retail space should be a group effort. You’ll put yourself ahead of the competition by recruiting the best team you can, starting with an architect who knows your industry and your area. Include key staff – especially those working the retail floor – early in the planning.

Above all, wherever possible, involve your customers in the design process.

If you have an existing customer base, reach out to them early and ask for their help in creating your space. Ask them questions about how they would use your space. What are their likes and dislikes about other similar spaces? What problems with the retail experience would they like to have solved?

You can frame these questions as User Stories. A simple example format would be to ask customers to fill in a form like this:

When I visit [your type of retail store], I need _______________ so that I can _________________.

Use the answers as a starting point for discussions with customers and your architect about the best way to meet those needs.

Continue to connect with customers throughout the design process and get their input on every important element, from layout to materials to color schemes.

Consider cultivating your customer feedback team by offering them a benefit, such as a discount or a bonus product, for their help.

Look at Design Elements as a System

Every aspect of your design must work in harmony to solve problems for your customers and your workers.

Key considerations include:

• Layout – does your floorplan work to both encourage customers to interact with your products and to promote efficient workflows?
• Materials – do the materials you choose enhance customer experience and reflect your brand?
• Scale – does the size of design elements (walls and partitions, open space, displays, counters) in your space show your products and services to best effect? Do all design elements seem in proper proportion, or do some overwhelm others? There is a fine line between a design element that serves as a useful focal point and one that overwhelms and distracts from other important areas of the space.

Continually Test and Refine

Human-centered design is not static. As the needs of your customers and workers change, your retail design needs to shift, too.

Much as collecting customer feedback is part of your marketing and branding strategy, it should be an ongoing part of refining your retail space’s design. As you consider incorporating new design elements, test them with customers and workers. For example, if you’re considering a new display system, try it in a part of your store first and solicit both direct (by asking customers) and indirect (by observing customer behavior) feedback before committing.

Leave room in your design budget for changes and make a plan to regularly evaluate whether your design is meeting your and your customers’ needs.

Talk to your architect about these and other ideas for incorporating human-centered design into your retail space planning.

This post first ran in 2018.