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class="entry-header"><div class="entry-avatar"><img alt=""
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decoding="async"></div><h1 class="entry-title">User-Centered Design: An
Introduction</h1>
<p class="entry-meta"> By <span class="entry-author"><a
href="https://usabilitygeek.com/author/ekaterinanovoseltseva/" class="entry-author-
link" rel="author"><span class="entry-author-name">Ekaterina
Novoseltseva</span></a></span> </p></header><div class="entry-content"><p><img
loading="lazy" decoding="async" class="aligncenter size-full wp-image-9654"
title="User-Centered Design An Introduction" src="./teste_files/user-centered-
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srcset="https://usabilitygeek.com/wp-content/uploads/2017/05/user-centered-design-
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<p>We live in a world where everything changes extremely fast; new products, new
degrees, new careers, new methodologies. It is somewhat scary to imagine that
school graduates will be in positions that do not even exist in 2020.</p>
<p>However, we are now witnessing a <strong>clear trend</strong> – companies no
longer push products to the market. Instead, they focus on the user to <a
title="Personalizing Your eCommerce Store"
href="https://usabilitygeek.com/personalizing-your-ecommerce-store/">personalise a
product</a> and at the end deliver what they, the client wants. This switch
provoked some significant <strong>changes in careers</strong>. For example, whereas
up till just a couple of years ago we saw a considerable number of sales positions,
we now see more and more posts related to humans, for example, human-centered <em
class="Highlight" style="padding: 1px; box-shadow: #e5e5e5 1px 1px; border-radius:
3px; -webkit-print-color-adjust: exact; background-color: #ffff66; color: #000000;
font-style: inherit;">innovation</em>, <a href="https://www.interaction-
design.org/literature/topics/user-centered-design">user-centered design</a>, and
the like. This trend is evident in companies that invest in<em class="Highlight"
style="padding: 1px; box-shadow: #e5e5e5 1px 1px; border-radius: 3px; -webkit-
print-color-adjust: exact; background-color: #ffff66; color: #000000; font-style:
inherit;"> innovation </em>such as fast-growing startups (say Typeform) and large
organisations (such as Banco Sabadell). Moreover, if you look at leading business
schools and universities, such as IESE, Esade and Stanford, you will see that they
have started implementing user-centered design to their programmes.</p>
<h2>What is User-Centered Design?</h2>
<p><strong>User-centred design</strong> (UCD) is a collection of processes which
focus on putting users at the center of product design and development. You develop
your digital product taking into account your user’s requirements, objectives and
feedback. A more formal definition is the one provided by the<em class="Highlight"
inherit;"> Interaction Design </em>Foundation:</p>
<blockquote>
<p>User-centered design (UCD) is an iterative design process in which designers and
other stakeholders focus on the users and their needs in each phase of the design
process. UCD calls for involving users throughout the design process via a variety
of research and design techniques so as to create highly usable and accessible
products for them.<br>— <a
href="https://www.interaction-design.org/literature/topics/user-centered-
design">Definition of user-centered design (UCD)</a> by the<em class="Highlight"
inherit;"> Interaction Design </em>Foundation</p>
</blockquote>
<p><strong>User-centered design vs. Human-centered design:</strong> User-centered
design is very often used interchangeably with human-centered design, but there is
a difference in that it is a subset of it. Simply put, all users are humans, but
not all humans will be your users (you wish!). Thus, user-centered design requires
deeper analysis of users – your target audience. It is not only about general
characteristics of a person; it is about particular habits and preferences of
target users to come up with right solutions for specific problems.</p>
<p>User-centered design takes into account age, gender, social status, education
and professional background, influential factors, product usage expectations and
demands and many other important things that may vary for different segments. What
is critical for some may be irrelevant for others. User-centered design is about
deep research on users’ habits, from their interactions with the product to their
vision of how the product should look like and behave.</p>
<p><strong>User-centered design and UX:</strong> User-centered design improves the
user experience. While it can be applied to almost any product, in this article, we
will focus on website or mobile app development. It helps to understand users’
needs and preferences regarding features of a product, task, goals, <a
href="https://www.interaction-design.org/literature/topics/user-flows?ep=ug0"><em
font-style: inherit;">user flows</em></a>, etc. At the end of the day, it has
become one of the most important user experience requirements – that of being user-
centered. It should be implemented throughout the entire <a
href="https://www.interaction-design.org/literature/topics/customer-experience"><em
font-style: inherit;">customer experience</em></a>, no guessing, no personal
opinion. What matters is what your users say and do. Every “touchpoint” that the
customer has with the product should be analysed, well design and developed.</p>
<p><strong>User-centered design in the commercial world:</strong> Unfortunately,
there are still some companies that prioritise business goals over those of their
users, prompting them to first design a product and only then search for people who
would be interested in using it. User-centered design advocates the exact opposite.
Before developing your idea, you need to find and speak with (representatives) of
your target users first. This is because even though you have cool features,
breathtaking technological capabilities and other awesome things, if you do not
know your target, you have a big problem. Suffice to say that you will find
yourself in a situation where, post-launch, you will need to spend a lot of money
on redesigning your features or maybe you end up in a situation where you do not
have enough interest in your idea to break even. You need to think about the end
user right from the beginning.</p>
<p>In other words, user-centered design is about designing and developing a product
from the perspective of how it will be understood and used by your user rather than
making users adapt their behaviours to use a product. The idea is to offer a
product which would support its users’ existing beliefs, values, attitudes, and
habits.</p>
<p>As you may guess, the result of employing user-centered design to your process
is a product that offers a more efficient, satisfying, and user-friendly experience
for the user, which leads to increased sales and customer loyalty.</p>
<h2>User-Centered <em class="Highlight" style="padding: 1px; box-shadow: #e5e5e5
1px 1px; border-radius: 3px; -webkit-print-color-adjust: exact; background-color:
#ffff66; color: #000000; font-style: inherit;">Design Principles</em></h2>
<p>There are five major UCD principles</p>
<ol>
<li>A clear understanding of user and task requirements.</li>
<li>Incorporating user feedback to define requirements and design.</li>
<li>Early and active involvement of the user to evaluate the design of the
product.</li>
<li>Integrating user-centred design with other development activities.</li>
<li>Iterative design process</li>
</ol>
<p>It is quite simple – if you change the design late in the process, then it will
typically cost ten times more than if you changed it during the requirements stage.
Analysis and feedback are critical. User-centered design makes sure that you design
and develop products right from the beginning, exactly what your clients want.</p>
<p><strong>The Essential Elements of User-Centered Design</strong></p>
<ul class="spacedList">
<li><strong>Visibility</strong>: Users should be able to see from the beginning
what they can do with the product, what is it about, how they can use it.</li>
<li><strong><em class="Highlight" style="padding: 1px; box-shadow: #e5e5e5 1px 1px;
border-radius: 3px; -webkit-print-color-adjust: exact; background-color: #ffff66;
color: #000000; font-style: inherit;">Accessibility</em>:</strong> Users should be
able to find information easily and quickly. They should be offered various ways to
find information for example call to action buttons, search option, menu, etc.</li>
<li><strong>Legibility:</strong> Text should be easy to read. As simple as
that.</li>
<li><strong>Language:</strong> Short sentences are preferred here. The easier the
phrase and the words, the better.</li>
</ul>
<h2>What is The Process of User-Centered Design Like?</h2>
<p>User-centered design starts by identifying the target end users of the product
and specifying the <em class="Highlight" style="padding: 1px; box-shadow: #e5e5e5
#ffff66; color: #000000; font-style: inherit;">context of use</em>. The main
objective is to establish why these users would be interested in your product and
how they want to use it.</p>
<p>Then, it is important to group your data to formulate a set of requirements
and<em class="Highlight" style="padding: 1px; box-shadow: #e5e5e5 1px 1px; border-
radius: 3px; -webkit-print-color-adjust: exact; background-color: #ffff66; color:
#000000; font-style: inherit;"> user goals </em>that must be met so as <a
title="User-Centered Design Basics"
href="https://www.usability.gov/what-and-why/user-centered-design.html"
target="_blank" rel="noopener noreferrer">to ensure that the users’ needs are
satisfied</a>.</p>
<p>It is only after these two steps are completed that you start designing
potential solutions. The design phase can be iterative in nature and can evolve
from a rough concept to a complete design.</p>
<p>Take into account your goals, as you start this iterative process of product
design and development. At the end, you need to evaluate the product you developed
by doing, for example, <a
href="https://www.interaction-design.org/literature/topics/usability-testing"><em
font-style: inherit;">usability testing</em> to get users’ feedback</a>. This
process should be repeated until the best design is achieved.</p>
<p>These users’ requirements are found and defined through methods like <em
font-style: inherit;">focus groups</em>,<em class="Highlight" style="padding: 1px;
box-shadow: #e5e5e5 1px 1px; border-radius: 3px; -webkit-print-color-adjust: exact;
background-color: #ffff66; color: #000000; font-style: inherit;"> usability
</em>testing, <em class="Highlight" style="padding: 1px; box-shadow: #e5e5e5 1px
1px; border-radius: 3px; -webkit-print-color-adjust: exact; background-color:
#ffff66; color: #000000; font-style: inherit;">card sorting</em>, participatory
design, questionnaires and interviews. Typically the following areas are analysed
to get a better idea of what your target users want:</p>
<ol class="spacedList">
<li><strong>Persona:</strong> To visualise it better, a <a
href="https://usabilitygeek.com/improving-persona-usability-goal-oriented-
ux/">persona is created</a> at the beginning of the process to have an example of a
target, who you are trying to reach. You can even come up with the name. It is a
representation of a particular group of people with the same patterns; behaviour,
needs, goals, skills, attitudes, etc. Persona helps to make right decisions about
product features, <em class="Highlight" style="padding: 1px; box-shadow: #e5e5e5
#ffff66; color: #000000; font-style: inherit;">navigation</em>, interactions,<a
href="https://www.interaction-design.org/literature/topics/visual-design?
ep=ug0"><em class="Highlight" style="padding: 1px; box-shadow: #e5e5e5 1px 1px;
color: #000000; font-style: inherit;"> visual design </em></a>and much more. It
helps you prioritise the design work, understanding what the<em class="Highlight"
inherit;"> user needs </em>and what functions are simply nice to add and have.</li>
<li><strong>Scenario:</strong> It is a “daily life of” your target, of your
persona. It is about problems persona has. Here, small details both emotional and
physical ones, matter.</li>
<li><strong>Use case:</strong> It is <a href="https://usabilitygeek.com/smart-ux-
use-cases/">a series of steps</a> for the persona to achieve the goal.</li>
</ol>
<p>Webcredible <a title="User-centred design (UCD) - 6 methods"
href="https://www.webcredible.com/blog/user-centered-design-ucd-6-methods/"
target="_blank" rel="noopener noreferrer">provides a handy guide</a> to which
technique to use and when:</p>
<figure id="attachment_9655" aria-describedby="caption-attachment-9655"
style="width: 750px" class="wp-caption aligncenter"><img loading="lazy"
decoding="async" class="size-full wp-image-9655" src="./teste_files/user-centered-
design-webcred.jpg" alt="" width="750" height="490"
srcset="https://usabilitygeek.com/wp-content/uploads/2017/05/user-centered-design-
webcred.jpg 750w, https://usabilitygeek.com/wp-content/uploads/2017/05/user-
centered-design-webcred-300x196.jpg 300w" sizes="(max-width: 750px) 100vw,
750px"><figcaption id="caption-attachment-9655" class="wp-caption-text">Popular
user-centered design methods (Source: <a title="User-centred design (UCD) - 6
methods" href="https://www.webcredible.com/blog/user-centered-design-ucd-6-
methods/" target="_blank" rel="nofollow noopener
noreferrer">WebCredible</a>)</figcaption></figure>
<p class="imageSpacer">The user-centered design process answers crucial questions
about users, about their tasks, goals and beliefs. The following questions are
typically asked during the UCD process: Who uses your product? What are their
goals? What are users searching for? What are they interested in? How do your users
see the process of completing a task? What do they say and how they do it? How easy
is it for your users to understand what they should do using your product? How much
time do users spend on figuring our how to actually do what they want to do? And
many others.</p>
<h2>User-Centered Design and Agile</h2>
<p>Agile methods <a title="Agile Methods, Not Only For Software Development"
href="https://apiumhub.com/tech-blog-barcelona/benefits-of-agile-project-
management/" target="_blank" rel="noopener noreferrer">are becoming increasingly
common</a> in software design and development, with their collaborative customer
focus and iterative, <em class="Highlight" style="padding: 1px; box-shadow: #e5e5e5
#ffff66; color: #000000; font-style: inherit;">test</em>-driven approach. They are
gaining acceptance in organisations as an efficient and effective ways to
developing software products that make a difference. And user-centered design fits
very well with Agile. Mind you, user-centered design also fits in with other
development methodologies, including the (dreaded) waterfall methodology.</p>
<p>Here you will see some advantages brought about by the incorporation of user-
centered design with an Agile methodology:</p>
<ul class="spacedList">
<li><strong>Customer Focus:</strong> All activities are focused on the user, on
his/her needs by providing value through ensuring a useful, usable and engaging
product.</li>
<li><strong>Iterative Development:</strong> Early and frequent delivery of working
software contributes to project visibility, reduces project risk via regular
feedback, encourages continuous improvement and enables early realisation of
business benefits, time to market.</li>
<li><strong>Testing:</strong> Testing plays an integral role in every phase of the
project life cycle.<em class="Highlight" style="padding: 1px; box-shadow: #e5e5e5
#ffff66; color: #000000; font-style: inherit;"> User testing </em>is crucial for
designing a product to ensure that you are working on the right thing at the right
time.</li>
<li><strong>Transparency:</strong> As <a title="7 Benefits of Agile and User
Centered Design" href="https://www.thoughtworks.com/insights/blog/agile-and-user-
centered-design" target="_blank" rel="noopener noreferrer">stated by Marc
McNeill</a>, all stakeholders are provided with maximum visibility into project
progress.</li>
<li><strong>Cost reduction:</strong> Costs are reduced because users can understand
and use products without additional help. There is also a reduction in training
costs. Moreover, there is no need to spend time and money on redoing things.</li>
<li><strong>Higher customer satisfaction:</strong> At the end of the day, the user
receives what they want and how they want. As you deliver what is requested in your
target market, you guarantee increased sales.</li>
<li><strong>Risk reduction:</strong> As you work hand in hand with your user, you
are sure you are going in the right direction.</li>
<li><strong>Productivity:</strong> As you always do what your user wants, there is
less need to spend time on unnecessary things or features that users will not use
or like.</li>
</ul>
<p>If you look at leading companies like Mango, HSBC, Edreams and others, you will
see that they went through an agile transformation and now they are adopting this
user-entered approach. These two methodologies go together, and I believe that they
are key to successful <em class="Highlight" style="padding: 1px; box-shadow:
#e5e5e5 1px 1px; border-radius: 3px; -webkit-print-color-adjust: exact; background-
color: #ffff66; color: #000000; font-style: inherit;">innovation</em>.</p>
<h2>Want to learn more?</h2>
<p>If you’d like to get an industry-recognized Course Certificate in <em
font-style: inherit;">UX Design</em>, <em class="Highlight" style="padding: 1px;
box-shadow: #e5e5e5 1px 1px; border-radius: 3px; -webkit-print-color-adjust: exact;
background-color: #ffff66; color: #000000; font-style: inherit;">Design
Thinking</em>, <em class="Highlight" style="padding: 1px; box-shadow: #e5e5e5 1px
1px; border-radius: 3px; -webkit-print-color-adjust: exact; background-color:
#ffff66; color: #000000; font-style: inherit;">UI Design</em>, or another related
design topic, then consider to take an <a href="https://www.interaction-
design.org/courses/">online UX course</a> from the<em class="Highlight"
inherit;"> Interaction Design </em>Foundation. For example, <a
href="https://www.interaction-design.org/courses/design-thinking-the-beginner-s-
guide"><em class="Highlight" style="padding: 1px; box-shadow: #e5e5e5 1px 1px;
color: #000000; font-style: inherit;">Design Thinking</em></a>, <a
href="https://www.interaction-design.org/courses/user-experience-the-beginner-s-
guide">Become a UX Designer from Scratch</a>, <a href="https://www.interaction-
design.org/courses/conducting-usability-testing">Conducting<em class="Highlight"
inherit;"> Usability </em>Testing</a> or <a href="https://www.interaction-
design.org/courses/user-research-methods-and-best-practices"><em class="Highlight"
inherit;">User Research</em> – Methods and Best Practices</a>. Good luck on your
learning journey!</p>
<p>(Lead image: <a href="https://usabilitygeek.com/out/depositphotos"

target="_blank" rel="noreferrer noopener">Depositphotos – affiliate link</a>)</p>
</div><footer class="entry-footer"><p class="entry-meta"><span class="entry-
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specialized in web & mobile app design and development.</p>
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