Watch our 1 minute video to learn how The HCD Experience can improve the user experience and customer satisfaction of your products and services.

What's The HCD Experience All About?

We're a unique company that uses the Human-Centered Design (HCD) process to enhance your products and services. We're all about making your user experience better by:

  • Crafting products, apps, programs, or services that not only add value to your business but also delight your users.
  • Giving your business an edge over competitors, leading to increased sales.
  • Saving you time and money with a return on investment (ROI) of 300% or more.
  • Strengthening your bond with your customers and stakeholders.
  • Boosting loyalty towards your business or brand.

How Do We Do It?

  • We learn directly from your users, identifying their struggles and areas for improvement.
  • We simplify the journey from idea to market, using rapid prototyping, testing with users, and revising based on their feedback before the final release.
  • We ensure that the right content, features, and functionality are presented in the right place, at the right time, in the right way.
  • The result? Optimal user experiences, seamless interaction, and ultimately, business benefits.

Imagine spending 8 years and over $100 million
on the design and development of an application only to find that a small fraction of your target users prefer it over their existing process.


Because it wasn't designed with them in mind, making their jobs harder and more stressful.

If you want to build a successful product that adds business value and is loved by users, there's a proven process to follow - the Human-Centered Design Process.

What's the Human-Centered Design Process?

HCD Process image HCD Process image

You might have heard of Human-Centered Design (HCD) or Design Thinking. But do you know what it really entails? If we told you that by following our process, you could deliver a return on investment (ROI) of 301% or more by building something useful, desirable, feasible, and usable, would you be willing to step out of your comfort zone to try it?

Our Approach:

We embrace Human-Centered Design and use innovative solutions to streamline the process.
We learn directly from users, discovering their pain points and opportunities for improvement.

Customer Journey Map

We conduct user research,

rapidly prototype,

and test with users.

We save time and money from concept to completion with our streamlined HCD process

and designing in code approach.

The Result:

By involving users in every step of the design process, we create products that are useful, usable, and delightful. We reduce frustration through intuitive user interfaces, decrease time to complete tasks, lower dependency on help desks (leading to cost savings), and create applications, products, and/or services that people want to use.

MAGIC Customer Journey Map: New and Improved State of MAGIC Gateway

BENJAMIN, 43, Data Analyst

User requesting pre-defined reports. Knows exactly what data he wants. Typically uses Cognos or Tableau or requests MAGIC team to email reports.


Wants to be able to see what data is currently in MAGIC, access and analyze it to help make better decisions for how to proceed with plans moving forward.

NOTE: Scroll to the right for more of the table
Steps and Activities Gaining Access to MAGIC Data Viewing Reports in MAGIC Cognos
Starting Point Accessing MAGIC Gateway Easy Access to All Reports

Asks a co-worker how to access the data that is inside of MAGIC. Co-worker says to go to MAGIC Gateway page at and click on Need Access link.

Completes one form with only necessary info while all other standard info is already included in the form submission and gets routed to the necessary people for approval.

Receives an email within 48 hours saying access has been granted along with a link to log in.

Reports are available in an All Reports page with descriptions, update mechanism, frequency of generating and other important information. Reports can also be found grouped by Domain and Datasets that are easy to browse through.

Feelings Happy Face


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Experiences Likes easy answer with simple URL.

Likes the simple and intuitive the process.

Help tips were available and intuitively placed where needed (used it only to find the CMS Sponsor's name and email).

No need to log in to AWS Workspace to access Cognos.

All Reports page had reports easy to access, sort and filterable by criteria in a column.

Reports were grouped by Domain and Dataset which were accessible via left navigation, breadcrumbs and other expected places.

Individual Reports showed number of rows in the table, sortable, filterable and exportable.

Opportunities Have clear directions for gaining access on the pre-login page of the gateway so user could go to website to get everything one needs in one location. Place the content of the PPT on the Confluence page with an option to download the PPT.

Help tips for each step should be embedded within the interface instead of in a separate document. Display video clips to show how to complete the steps along with text instructions.
Can simplify the registration process by providing a pre-populated registration form with most of the required information.

By involving users in every step of the design process, we create products with the following benefits:

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Useful, usable,
and delightful experiences.

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Little to no frustration
through intuitive user interfaces.

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Reduced time to
complete all tasks.

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Reduced dependency
on help desk = cost savings.

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Applications, products, and/or services that people want to use.

For more information, feel free to email us at or call us at (443) 420-8575.

We're excited to help you create products and services that your users will love!