This is Human Centered Design

“This is Human Centered Design” cuts through the jargon and hype to offer a clear, honest guide to what human centred design really is, how to practise it with integrity, and why it matters in today’s complex world. It gives readers practical models for navigating ambiguity, tools for aligning principles with action, and renewed confidence to design with purpose.

The book is structured around ten foundational principles, from Mindsets & Curiosity and Inclusion & Equity to Systems Thinking, Power & Participation, and Trust & Transparency. Each is explored through reflective stories, exercises, and case studies drawn from practice. Together, these chapters help readers build both personal and organisational capability to design with humility, clarity, and impact.

Drawing on conversations with hundreds of practitioners, from emerging designers to seasoned leaders shaping systems, the book blends reflection with practice, making it both a compass for orientation and a toolkit for lasting change.

The book is written by Gerry Scullion, a service designer, educator, and founder of “This is HCD”, one of the world’s leading human-centered design communities and podcasts. As director of Humana Design in Dublin, he works globally with public and private organizations, leading transformation projects and training thousands to design more humanely, effectively, and meaningfully.

Author

Gerry Scullion is a service designer, educator, and founder of *This is HCD*, one of the world’s leading human-centered design communities and podcasts. As director of Humana Design in Dublin, he works globally with public and private organizations, leading transformation projects and training thousands to design more humanely, effectively, and meaningfully.

Jakob Schneider is a designer, creative director, and co-founder of KD1, a design agency based in Cologne. He designed and published *This is Service Design Doing*, one of the most widely used service design books worldwide. For more than two decades, he has worked with organizations across industries, shaping brands, products, services, and communication through design.