Mind the research gap: the limits of human-centred design

Human-centred design changed the way we think about services, spaces, and systems. It put people at the core of design decisions. But on its own, it’s not enough. Without strong research, broad participation, and a systemic lens, it can end up reinforcing the very issues it aims to address.

When ‘human’ doesn’t mean everyone

Human-centred design often focuses on people who are easy to reach—those who are available, confident, and already involved. It overlooks people with limited time, language barriers, low digital access, or disabilities that make participation harder. That’s not an edge case. That’s a gap in the research. If we want inclusive results, we need inclusive inputs.

Empathy isn’t evidence

Empathy helps us connect. But it doesn’t confirm what works. A comment from a workshop or a successful prototype in one location isn’t enough to guide large-scale decisions. We need to combine what people say with what the data shows. That means pairing qualitative insight with quantitative testing. It means validating assumptions and paying attention to the patterns across a broader context.

Design based on evidence, not bias

Without solid data, it’s easy to fall into the trap of designing based on our own preferences. That introduces bias and risks shaping environments that work for designers, not users. At Humanics Collective, we rely on behavioural research, environmental psychology, eye-tracking, and VR testing to ground our decisions in how people actually think, move, and act.

Zooming in without losing sight of the system

Great human-centred design focuses on individuals. But it also considers the systems that shape their experience. A confusing journey may not be due to poor signage. It might be the result of a broken service model, an inequitable process, or unclear responsibilities. Fixing what’s visible won’t fix what’s upstream. To design better user experiences, we need to understand the full picture.

Keeping it human—and making it work

Designing with people is essential. But so is doing the work to understand them properly. That means listening more widely, testing more deeply, and staying curious beyond the first round of engagement. At Humanics Collective, we stay with users throughout the process. We test, refine, and return to the data. That’s how we close the gap between good intentions and real outcomes.

It’s also why we combine different disciplines into a single, integrated outcome. Because people don’t experience services, systems, or spaces in silos—and neither should the teams designing them.