(Beginner) Can demonstrate a theoretical understanding of human-centred design.

• Begin with people

• Understand business challenges by speaking with customers / audiences

• Help build empathy for their needs, goals and ambitions with business stakeholders

• Align customer needs to business opportunities

• Don't over-evangelise user needs that don't deliver business value (Pro-tip)

(Novice) Considers the needs of users, customers or audiences in their work.

(Intermediate) Investigates or seeks a deeper understanding of the needs of the users, customers or audiences of their work.

(Expert) Establishes genuine empathy and appetite amongst colleagues and clients for the needs of the users, customers or audiences of their products & services.

(Master) Builds long-term advocacy amongst others to act on the needs of users, customers or audiences in their work.