Various terms are used to describe similar ways of approaching design and innovation. There are some differences but they are all based on a foundation of: understanding the problem to be solved, generating ideas and testing ideas before moving into a full production phase.

Our approach is always based on the context of the project:

• What is the problem we are trying to solve?
• What has already been done, is there an existing solution?
• How much is this challenge about digital?
• How much is it about service and change?

1. Co-design

Co-design is a collaborative approach where we actively involve stakeholders (end-users, subject experts, professionals) as equal partners throughout the design process. It emphasises the collective creativity and diverse perspectives of all participants to create solutions that better meet their needs and expectations. We use co-design in service design, product design, and community-based projects.

2. Design thinking

Design thinking is a structured problem-solving approach that applies design principles and methods to complex challenges. It involves five stages: empathise (understand the user's needs), define (identify the problem), ideate (generate ideas), prototype (create low-fidelity solutions), and test (gather feedback and refine). Design thinking can be applied to various domains, from product design to service innovation and organisational change.

3. Service design

Service design is the activity of planning and organising people, infrastructure, communication, and material components to improve the quality and interaction between service providers and users or customers. We consider the user's journey and touchpoints across multiple channels. Service design often employs co-design techniques and design thinking principles.

4. User-centred design

User-centred design (UCD) is an iterative design approach most associated with digital. It focuses on understanding user needs, behaviours, and preferences of the end-users throughout the design process. It’s at the heart of the NHS and Government Service Standard. The goal is to create products or services that are usable, accessible, and useful. UCD relies on techniques like user research, usability testing, and iterative prototyping.

5. Human-centred design

Human-centred design (HCD) is a design philosophy that puts the human perspective at the heart of the design process. It emphasises understanding human needs, behaviours, and contexts to create solutions that are relevant, meaningful, and delightful for people. HCD is a broader concept that encompasses various design methodologies, including user-centred design, co-design, and design thinking.

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All these concepts often overlap and are used in combination to design user-centred products and services. For example, service design can employ co-design techniques and design thinking principles to create user-centred experiences.

Ultimately the terminology used is less important than the underlying approach of understanding a problem, generating and testing ideas as we go.

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