Although having no particular link to processes of engagement, biomedical research or international development, this article offers clear generic answers to the question posed in the title.
Reflections upon the meaning of the word “design” are made and a relatively complete definition of the paradigm of human centred design is formulated. Aspects of both the
background and the current practice of the paradigm are presented, as is a basic structural model of the design questions addressed. Evidence is provided of the economic benefit of human centred design in business settings as an approach for designing products, systems and services which are physically, perceptually, cognitively and emotionally intuitive. Evidence is further presented of the coherence of the paradigm with the logic and structure of several currently popular marketing and banding frameworks. Finally, some
strategic implications of adopting human centred design as a business strategy are introduced.