Designing Objectivity in Human-Centred Design
This project, developed as part of my Master’s thesis, explores the role of objectivity in Human-Centred Design. I examined how unconscious biases influence design decisions and user outcomes. Through literature, self-reflection, and expert interviews, I uncovered the challenges designers face in staying objective.
Approach
I combined literature research, first-person reflection, and primary interviews with design leaders and psychologists. Judi Marshall’s First-Person Action Research guided my inquiry, allowing me to critically reflect on my own practice.
As one interviewee noted:
“Design goes off track when it caters to personal preferences rather than user needs.” (Ress, 2020)
This exploration framed my research question:
How might designers create more objective solutions for users?
Solution
The outcome was the Objectivity Toolkit—a lightweight, flexible framework that helps designers surface and reflect on their biases without slowing the process. It is not a rigid methodology but a set of adaptable tools designed to act as a mirror for designers throughout the Double Diamond process.
Key elements include:
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Bias Awareness Cards – concise explanations + prompts to spot biases such as confirmation or blind spot bias.
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Decision Checkpoints – reflection points mapped to Discover, Define, Develop, Deliver stages.
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User vs. Designer Lens – a worksheet separating user needs from designer preferences.
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Collaboration Circles – peer review with a “bias checker” role to challenge assumptions constructively.
The toolkit empowers designers to pause, question, and recalibrate—helping them stay aligned with the user while maintaining creative momentum.
Testing & Outcomes
Testing with designers showed strong resonance:
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“I realised I was steering interviews without knowing it—the toolkit made me catch myself.”
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“It’s not extra work, it’s like holding up a mirror in the middle of the process.”
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“The bias checker role shifted our debates from ‘what I like’ to ‘what the user needs.’”
Impact: The toolkit raised awareness of biases, improved collaboration, and reinforced user focus. While objectivity can’t be absolute, the toolkit acted as a catalyst for reflection, giving designers a practical way to design with greater clarity and integrity.
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Expand with psychology insights and real-world bias case studies.
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Pilot with larger UX/product teams and measure long-term impact.
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Build digital formats (plugins, Miro templates) for easy integration.
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Adapt for AI-driven design, introducing prompts for dataset bias, fairness, and ethics.
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Co-develop with psychology experts and practicing designers to refine and evolve the framework.
Closing Reflection
This project reaffirmed my belief that good design requires both empathy and objectivity. The Objectivity Toolkit is not a finished method but a living framework—a way for designers to pause, reflect, and realign with the user. For me, it was a reminder that the most meaningful outcomes happen when creativity is balanced with conscious awareness.
I’d be happy to share the Objectivity Toolkit with you, or explore opportunities to collaborate further on refining and applying it in real-world contexts.
