Messy but worth it: human-centred design as applied within a successful vaccine-promotive campaign

Human-centred design (HCD) is an approach to problem-solving that prioritises understanding and meeting the needs of the end-users. Researchers and designers practice empathic listening as users share their perspectives, thereby enabling a variety of stakeholders to cocreate effective solutions. While a valuable and, in theory, straightforward process, HCD in practice can be chaotic: Practitioners often struggle to navigate an excess of (often conflicting) ideas and to strike a balance between problem-understanding and problem-solving. In this practice paper, we outline our own experiences with HCD, which ultimately resulted in the development of a successful video-based intervention to bolster vaccine confidence in the Philippines. We highlight the use of ‘radical circles’ to overcome roadblocks and navigate tensions. Radical circles entail groups of individuals with divergent opinions and identities engaging in critical analysis of a given idea, actively challenging standard ways of thinking, and ultimately, generating solutions. Employing radical circles enabled us to innovate and adapt to new perspectives that emerged along the non-linear HCD pathway. Our incorporation of radical circles into HCD methodology demonstrates its potential as a powerful complementary step in the meaning-making process. In our view, radical circles could enrich HCD processes and provide a solution to design overcrowding, leading to meaningful, transformative and successful interventions.