Organizations Must Embrace Human-Centric Design

In today’s rapidly evolving workplace, the disconnect between people and their work has never been more apparent—or more urgent to address. That’s why I was thrilled to welcome Brent Kedzierski, a renowned expert on the future of work and human-centric design, to the On the Brink podcast.

Brent’s mission is clear: to improve the human condition at work, one experience at a time. With more than 35 years of experience—including as Head of Learning Strategy and Innovation at Shell—he brings unique insight into why digital transformation fails, how people resist change, and what organizations can do to rebuild engagement and purpose.

The Future Is Human—And Already Here

As William Gibson reminds us, “The future is already here. It's just not widely distributed yet.” Brent feels the same way. People often assume technology is the answer to productivity and innovation—but without human adoption and emotional investment, it falls flat. In fact, 90% of digital transformation initiatives fail, not because the technology is flawed, but because people aren’t prepared to embrace it.

Why? Because humans are fallible, social, adaptable—and resistant to change without a clear purpose. It is that clear purpose that seems to be the hardest thing to get agreement on. Without focus, people wander all over, creating meaning when there is none.

Understanding the Human Condition at Work

Brent grew up in Pittsburgh, a city built on industry. Watching his family work in steel mills, he developed a fascination with why people work the way they do. That question still drives him. At Shell, he led global initiatives using simulations, virtual reality, and HR analytics to optimize human performance—but found again and again that vendors focused on tech, not people.

In every successful transformation, Brent starts by understanding the human experience. As he puts it, people need:

• A reason to believe change is useful
• Tools that are easy to use
• Proof that change offers a relative advantage
• Compatibility with their current reality

These four principles make up 80% of successful adoption. Engagement only happens when people see, feel, and believe that something will make their work—and their lives—better. And, trust me, if they don’t “see it” they have no idea what you are talking about.

What Is Human-Centric Work Design?

Human-centricity isn’t new. Since the 1950s, design theorists have argued for putting people at the center of systems. But Brent takes this further by introducing the Human Experience Model, which maps out the full work journey:

1. Expectations – What workers anticipate about a task.
2. Experience – What actually happens when they perform it.
3. Adaptation – How they adjust in real time.
4. Reflection – What they take away and how it shapes future behavior.

When organizations ignore this model, they create what Brent calls “experience debt”—inefficiencies, stress, and disengagement that build up over time. As Brent said, “People only change when they see the value and feel a sense of urgency. Without that, even the best-designed systems fall apart.”

Health, Wellness, and the Cost of Disconnected Work

The toll of misaligned work isn’t just emotional—it’s physical and economic. Brent notes that 70% of all primary care visits today are stress-related. Poor workplace design contributes to chronic conditions, burnout, and even work-related suicide. He reminds us: “Contented cows give better milk”—in other words, healthy, supported humans produce better outcomes.

Organizations that invest in worker wellness—clear communication, psychological safety, autonomy, and purpose—see higher engagement and productivity. And they reduce the enormous costs of turnover, illness, and missed opportunities.

Watch the video of our podcast here.

Lessons from the Field

Brent shared powerful case studies, including one at Shell where digital procedures on iPads replaced outdated paper manuals. Initially resisted by veteran operators, the new system became a hit—not because it was faster, but because it gave workers a voice. Their field notes were finally visible to others, prompting action.

In another project, avatars in a virtual training module used thoughtful communication techniques. The surprising feedback from Gen Z trainees? “I wish my supervisor talked to me like the avatar does.”

What Comes Next?

As we wrapped, Brent offered a teaser: the rise of AI and the flood of data pose a new challenge. By 2026, 90% of online content is expected to be AI-generated. Yet 80% of the data companies create today is never used again—a growing source of digital waste.

To navigate this future, we must design systems that balance tech innovation with human needs. Brent calls this the move from Industry 4.0 to Industry 5.0—where technology elevates, not replaces, people.

The Takeaway: See, Feel, Think—Then Change

As a corporate anthropologist, I urge clients to change only after seeing what’s going on and feeling how it impacts people. Brent’s insights reinforce that truth: transformation isn’t about adopting the newest tool. It’s about designing work that empowers humans to thrive.

Let’s rethink what work really is. Not a place, not a task, but a shared human experience.

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Reach out and contact us if you want to see how a little anthropology can help your business grow.  Let’s Talk!

From Observation to Innovation,

Andi Simon, PhD

CEO | Corporate Anthropologist | Author
Simonassociates.net
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