Human-Centered Design

Designing with empathy

Understanding the needs, desires, and behaviors of end-users involves empathizing with users, defining their needs, ideating solutions, prototyping, and testing to create products, services, or systems that truly meet their requirements and enhance their experiences.

“Government’s service delivery should be driven by the voice of the customer through human-centered design methodologies.”

2021 Federal Executive Order on Customer Experience and Service Delivery

Insights + Recommendations

Design for edge cases

Public sector audiences contain a wide range of individuals with differing needs. Knowing your edge cases and designing to meet them creates an inclusive, friendly experience for all customers.

Know your audience

Tailor your designs to effectively address challenges, fulfill needs, and ultimately create meaningful and impactful experiences that drive engagement and satisfaction.

Unbiased and informed

Ensure that the content and tools your customers interact with are aligned with their actual needs rather than internal, stakeholder priorities or biases.

Strategic roadmaps

Understanding the needs of your customers allows teams to clarify what features users need urgently and what features can be developed over time.

Access and engagement

Provide your customers with the ability to engage with your services digitally, using modern tools designed for their unique needs.


Ensuring every customer has a satisfactory experience requires an intentional, informed design process.

Usability Research and Testing

Customer Insights Gathering and Analysis

Qualitative and Quantitative Data Gathering

Audience Personas

Customer Journey Mapping

Mobile-friendly, Accessible Design Systems

Custom tools and experience design

Related Work

Our work has shaped products, services, and tools used by millions of people every day.