How Human-Centred Design is Changing the Game

Written by: YCI Staff in Canada & Ghana

Have you heard of human-centred design (HCD) or design thinking? 

In simple terms, human-centred design is about creating solutions with people, not just for them. Whether it’s a product, a business or an idea, the mission is simple: talk to people you’re trying to help, understand their needs and build off that. Don’t just create a product or service based on what you think is best — understand the humans that are at the center of it.

In this blog, we explore how YCIs HerStart: Innovate the Future program uses human-centred design to support women entrepreneurs with reimagining and refining their businesses.

What’s all the Hype About?

Trying to run a business without listening to your customers? That’s a recipe for disaster. You could end up building something no one wants, wasting time and energy and still not solving the problem.

At YCI, we use HCD in our HerStart training sessions to help women entrepreneurs avoid these common mistakes. They learn to build real connections with their customers, understand their community’s needs and design business solutions that actually work. It’s about hitting the triple bottom line (3Ps): people, planet and profit.

Common problems when HCD is ignored: •     Creating products no one needs •     Solving the wrong problem •      Burning resources on ideas that don’t work

 

Real Talk: How Martha Turned Her Business Around Using HCD

 Meet Martha, a driven entrepreneur from Bolgatanga, Ghana. She had been running a small business making a locally popular breakfast mix called Tom Brown using ingredients like soya beans, corn, wheat and rice. But over time, sales started dropping very quickly. She wasn’t sure why, and she wasn’t asking her customers either. Her business was beginning to sink.

That’s when she joined HerStart, eager to learn and find a better path forward. The next sections explore how HCD helped her bounce back.

So, What Is HCD Anyway?

Tim Brown from IDEO describes HCD as “a creative approach to problem solving.” (source).

HCD has three main phases:

• Inspiration: Learn by talking to people and observing them
• Ideation: Brainstorm, test ideas and improve them
• Implementation: Build partnerships and launch your idea

Using HCD helps entrepreneurs challenge their assumptions, get real about community needs and come up with solutions that make a difference. HCD unlocks creativity, makes research more meaningful and helps businesses grow.

Her Start, we also use the Lean Start-Up Methodology. This helps entrepreneurs build a simple version of their product fast so they can test it and improve it before going all in. We use the Impact Business Model Canvas (IBMC) to keep the focus on real customer needs.

 

How We’re Bringing HCD to Life at YCI

YCI first piloted this approach through the EQWIP HUBs program (2015-2020), which trained entrepreneurs in six countries. Over 580 entrepreneurs received funding for their HCD-inspired businesses, and by the end, 66% of youth graduates were employed or running a business. That’s triple the rate from when they started!

We took that feedback and used to to launch HerStart in 2020. Today, the journey for young women entreprneurs starts with a two-day Sparking Social Innovation (SPARK) session, followed by an eight-week business accelerator called Seed Your Social Venture (SEED). During SEED, they talk to their communities through:

• Week 1: Empathy Conversations – Practice listening, no judgement, just learning
• Week 2: Problem Conversations – Dig deeper to understand the root of challenges
• Week 4+: Solutions Conversations – Brainstorm and test possible solutions

These conversations help shape a business model rooted in real-world feedback. They build a prototype, test it and tweak it until the idea is ready to roll. Along the way, they get coaching from HerStart staff, volunteers and mentors who help refine their business ideas and plans.

How Volunteers are Driving Big Change

Our international volunteers are key to the success of HerStart. They co-lead training sessions, coach entrepreneurs one-on-one, support custom leaning sessions and collaborate on Partner Innovation Fund projects. They also work on “micro-projects” during their placements — creative ideas that help HerStart grow. Every volunteer is trained in HCD and social entrepreneurship, both online and in person.

Volunteers make a big impact by bringing fresh ideas and supporting entrepreneurs to build confidence and enhance their skills. Together with our partners, they help bring HCD to life in local communities.

 

What Happened Next for Martha?

Let’s check back in with Martha. After joining HerStart, she interviewed current and potential customers. Her big discovery? People loved the product, but they wanted more variety.

With support from her coach, Martha started experimenting with new versions of Tom Brown. Eventually, she launched three new flavours: coconut, moringa and tumeric.

The response? Huge! Customers came back. New buyers showed up. One parent even said their kids wanted it for every meal.

 

 

But Martha didn’t stop there. She started offering home deliveries to stand out from her competitors. She even levelled up her marketing, from going door-to-door, setting up in malls and building relationships with supermarkets. Her business became well known across Bolgatanga and beyond! Volunteers like Shyla and Omaina supported Martha’s journey, helping her refine her marketing strategy and even tackle imposter syndrome. Volunteers bring fresh energy, big ideas and real support that fuels community growth.

At the time of writing, Martha has over 250 new customers. She went from earning 400 cedis/month (~$42 CAD) to 3,000 cedis/month (~$315 CAD).

“So far in Ghana here, I am the only Tom Brown producer who has a special recipe, especially with my coconut version… My home delivery and door-to-door sales approach has further placed me far above my competitors.’’ – Martha

 

So… Does HCD Actually Work? (Spoiler: Yes!)

Martha’s story is just one of many. HerStart entrepreneurs learn how staying close to their customers is the key to:

• Quickly improving their products based on real feedback
• Levelling up their marketing through real connections
• Spotting the best opportunities for growth
• Building consistent streams of income

Through HerStart, we’ve seen firsthand that an HCD approach leads to stronger, more sustainable businesses. 93% of HerStart Catalyst Fund recipients are still going strong after one year.

“There are some participants who are truly committed… When it’s time to fill out the Catalyst Fund application, they’re able to respond with ease and confidence” — Nadhra, Partnership & Training Coordinator, Tanzania.

 

What’s Next: Keeping the Momentum Going

In 2023, we introduced a “Validation Fund” to give entrepreneurs more time to test their ideas before launch. We’re always evolving our tools to meet young women where they’re at. HCD isn’t just about launching a product, it’s about breaking barriers and changing how communities see women entrepreneurs. This is only the beginning.

”The HCD approach is the only way out for businesses that seek to meet their vision… I think it does not end at knowing the tools of HCD, but taking intentional steps to constantly cycle back to their customers – and that is what changes the game.” – Amina, Partnership & Training Coordinator, Ghana

Want to read more stories like Martha’s? Follow us on social media or check out other impact stories to learn how HerStart is creating meaningful change with HCD.