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Darren Scott Darren Scott

Why Human-Centred Design should simply be called design.

As designers, there is always a temptation to design products, spaces, experiences or branding that we would want ourselves and our peers will respect us for. This approach can often lead to beautifully designed solutions that brilliantly solve the wrong problem. The result is a product that has an initial wow factor, but totally misses the mark when it comes to solving the real underlying issues that need to be addressed. Consumers rush to engage or adopt the newly created piece of eye candy, only to be left disappointed or underwhelmed by the dream they were sold. The inevitable backlash from any bad design is often very expensive and sometimes catastrophic and underlines the maxim that bad design is significantly more expensive than good design.

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We are a Manchester based creative agency that loves to use strategic design thinking to solve business problems. It goes beyond telling stories – it tells your truth, in a way that will connect you with your audience.

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