Take a look at the device you’re reading this on. Whether it’s a laptop or a smartphone, every detail of its hardware and software was designed with you in mind. Well, not you specifically, but target users—anyone whose needs the device meets. User-centered design is an iterative process that requires a deep understanding of target users. This article explains what user-centered design is and why it’s essential for business. Read on to learn user-centered design principles and tips for designing user-centric products.
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What is user-centered design?
User-centered design (UCD) is an iterative approach to developing products that prioritizes solving user needs. Users are the heart of the UCD process, from rough concept to complete design. UCD involves surveying users at each phase of product development, using an iterative design process to create an end product to solve users’ everyday problems.
How to use the user-centered design process
- Identify your end users’ needs
- Study the context in which your product will be used
- Create a prototype
The chief goal of the UCD process is to create products that satisfy user needs. Here’s how your design team can develop products that delight consumers and satisfy business goals:
1. Identify your end users’ needs
Your ultimate goal is to create a product that perfectly solves a problem for your target customer. At this stage of the UCD process, you should have a general idea for a product in mind. Your goal here is to specify what your users need to ensure your product is the right solution. Maybe the customers you have in mind need sturdy work boots, but they want vegan and cruelty-free shoes. Maybe your target customers want tasteful modern furniture, but they won’t buy anything unless it’s child-safe with no sharp edges.
To get a better handle on end users’ needs, define your target market and reach out to potential customers for input. Surveys, interviews, and focus groups can help you understand precisely what potential customers need—and how the current competition isn’t adequately meeting those needs. Create buyer personas based on your user research. These fictionalized representations of customers from each market segment can help you keep the needs of different users in mind throughout the process.
2. Study the context in which your product will be used
Ask your focus group participants and interviewees: When, where, and how will they use your product? A thorough understanding of your product’s context helps you add design features aligned with your customers’ lifestyle and environment. For example, assume your target end user is looking for work boots, and they often work in environments where the ground is slick or wet. With these context details in mind, you’ll likely consider features like non-slip soles and waterproofing.
3. Create a prototype
You’re now at the stage of the product development process where you’ll benefit from a prototype. Test this preliminary version of your product with users to see if it meets their needs. There are many different types of usability testing—whether in-person or remote, moderated or unmoderated. Once you’ve run your tests, gather all feedback from participants and analyze your findings. Were there any recurring usability issues? Look for design flaws that might affect how your product performs in the context where your target customers use it.
It’s rare for a product to fulfill all design goals in the first design process cycle. The success of the UCD lies in its iterative nature. Based on user feedback, modify your original idea to improve it. After multiple cycles of review and iteration, you’ll reach the end of the user-centered design process and be ready to produce your final product. Even then, once it’s released to a wide audience, you’ll still have the opportunity to gather user feedback and update future iterations of your product.
Tips for designing user-centered products
Here are some tips to improve your website’s impression on your target audience:
1. Empathize with customers
User-centered design comes from a rich understanding of your customer base. Assess users’ feelings, thoughts, and desires through user research, whether by running focus groups or conducting user interviews. Once you’ve got a version of your product up and running, conduct user testing with actual users to see what works and what doesn’t. Surveys are also a form of qualitative research, providing a window into how your visitors feel about your product.
2. Keep iterating until you get it right
A successful UCD process is rooted in iterative refinement. Allow time to fine-tune your offering. Not only does this increase chances of customer satisfaction, but you may also discover deficiencies you can correct before launch or the next design cycle. Although it takes time, it’s easier to make adjustments during the early phases of product development than it is to recall and update a product after launch.
3. Embrace humility
Using a human-centered design process means you may have to set aside your preconceived notions about how to serve your target audience. If you have a great idea for a product, but the potential customers you test it with don’t find it useful—well, you might just have to kill your darling. User-centered design is a collaborative, back-and-forth process between your design team and your ideal customers. Receiving their feedback and incorporating it honestly requires humility. The end result will be a product that’s perfectly tailored to your ideal customer and more likely to sell.
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User-centered design FAQ
What are the key features of user-centered design?
While the UCD process can look different when applied across industries and projects, essential elements of a user-centric approach include user testing, user feedback, and an iterative design process.
What is the goal of user-centered design?
User-centered design aims to create highly usable products for your target users.
Can user-centered design increase sales?
Yes. UCD has been proven to increase sales on ecommerce sites by as much as 225%. A product that is designed to meet the specific needs of its target market is more likely to have both high sales and longevity.