Design, UI, UX, Inspiration
User-Centered Design: Principles, Processes, and Tips [+ Examples]
Humans consume with their eyes. And while user-centered design has existed as a term since the early 1990s, we started to pay ample attention to it just a few years ago when we realized the power of UX design which applies some of the key principles of UCD.
It may come as a surprise to many of you, but user-centered designs have been applied long before any of you have been born. Who would suggest that about 6,000 years ago (in 4,000 BC), someone would actually invent something that any modern website cannot live without? Surely, Feng shui shares many similarities with almost everything in current times.
In this article, we will show you what user-centered design is, we will provide you with some useful tips and tricks, principles, and good examples.
Article overview
1. What is User-Centered Design?
2. User-centered Design Principles
3. User-centered Design Processes
4. Useful tips
5. User-centered Design Examples
1. What is user-centered design?
User-centered design is an iterative process, where designers involve the user in each phase of the design process, thus producing a high-quality product. Elements of user-centered design include research and testing to collect user feedback and identify potential issues, as well as an ongoing collaboration between client and designer.
When Don Norman named the term for the first time, he stressed the importance of research and cognitive science over beauty. As the Godfather of UX design, Donald Norman has always claimed that business strategies should revolve around people’s tastes rather than the company designers’ ones.
It was a radical shift from the previously used concept that designs should focus on creativity and good looks. However, one of the most notable movements in current design movements is actually based on research, empathy, and iterations.
2. User-centered design principles
User-centered design principles have become a significant part of the success of any modern-day product or service. They ensure that products are efficient, satisfying to use, and friendly to their users. In turn, a well-designed and easy-to-use product increases sales revenue and improves customer loyalty.
A user-centered design approach focuses on how a product will affect its users, which is especially important in today’s world of technology. The development process should be a collaboration between the developer and the people using the product, ensuring that everyone is working toward an end-product that works for everyone involved.
2.1 Design for the end-user
Donald Norman addresses one colossal problem when designers usually prefer better visuals than a high-quality user experience due to their creative nature. To achieve outstanding results, you should focus on creating a user-centered design framework at any cost.
2.2 Be consistent with your designs
Consistency has long been regarded as a fundamental element of user experience. In fact, many modern interface design tools are based on using consistent methods for creating and building websites and applications. A good interface should be consistent not only from one page to the next but in all the site’s elements and features.
2.3 Use simple language
Plain language and relevant vocabulary are critical for a simple, effective user experience. Simple language is easier to read and understand, allowing users to complete tasks without confusion. The goal is to eliminate unnecessary distractions for users so that they can turn their focus on what really matters – using your website or mobile application.
2.4 Provide a simple user interface
The user-centered design focuses more on simplicity and real-time usability, rather than marvelous visual effects. The more steps and unnecessary interactions they make with your product, the more frustrated they get, hence leaving you forever.
2.5 Streamline navigation
The navigation should function in the same way throughout the entire website. One simple mistake could confuse your users, and make them leave your website without completing their goals. While the 3-click rule is just a theory and cannot be regarded as The Secret, there is a reason why so many merchants are fighting for Amazon’s “Buy Box” (the “Buy Now” button).
2.5 Build your product around the feedback you’ve received
Instead of guessing what your UX design should look like, try to ask your clients for feedback. Knowing what they think about your product will define your next steps. UCD model regards surveys highly. ESPN’s revenue jumped 35%, once they incorporated suggestions from their readers.
2.6 Empower customers
User experiences are all about balance. There’s a thin line between making it too easy and making it too hard. Some users want a streamlined experience; others want to be part of the process. In either case, the best experiences blend simplicity with what users want in terms of control and work effort.
Consider psychology as a big factor in a consumer decision. If people make their own decisions, they are less likely to back out, as they will feel responsible for their actions.
3. User-centered design process
Defining a user-centered design process is all about two things: customers and iterations. You should be able to conduct proper research, then come up with a concept, test it with users, and deploy it, once it is successful.
3.1 Competitor analysis
Testing the waters in the 2020s makes no sense. You don’t have to be Columbus and try to find the secret formula. A superb analysis might be your right call.
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- Learn from the industry best – one good practice is to have a look at the top-tier companies in your niche. They set the pace in the industry because they possess the X factor.
- Find indirect competitors – oftentimes, businesses neglect their indirect competitors, as they fall under different categories. One thing often underestimated is that different niches might share many similarities. If you sell luxury watches, having a look at someone who sells smartwatches might make a lot of sense.
- Analyze direct competitors – you have to look at any detail and compare them to your website or app. Look for competitors who currently are ahead of you. Inferior competitors will not help your cause.
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3.2 Shape your perfect user
Over the years, the tendency has switched from global to local, and from a wide array of products to a niche. You should make detailed research about your target audience. If you try to satisfy everyone, you will most likely end up satisfying none. Let’s say you want to sell metal detectors.
Who is your ideal client?
Generally, elderly men will be your best clients in this case. Why?
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- Females usually prefer hobbies that don’t involve getting in dirty places. Of course, there are exceptions but we see that fishing and hunting are traditionally labeled as “men’s activities”.
- Treasure hunting is considered a hobby. Men in their prime ages (25-50) usually have children to support financially.
- Students have no budget to afford the equipment.
- Grown-up men have both time and money to afford to go for treasure hunts which make them the perfect consumers.
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Of course, we would advise you to keep balance. While 80%+ of your clients will fit this profile, you still need to be inclusive.
However, identification should always be in the form of surveys. We cannot emphasize enough how much user involvement matters in user-centered design.
3.3 Indicate business requirements
The design methodology goes beyond just learning about the problem in the design phase and then determining what is feasible from a business perspective in the development phase. Rather, the design phase should be considered a continual process that focuses on understanding both user needs and business goals, with an emphasis on research, creating solid concepts, and making prototypes that can be tested.
To increase user loyalty, many products are designed to connect with users on an emotional level. Nevertheless, some questions worth asking are:
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- How much money is required to come up with the proposed solution?
- How much is the current revenue?
- Does going the distance to provide the best UCD cost instability?
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3.4 Start working on the concept
This step involves generating ideas, validating and refining solutions with users through testing and user feedback. Iterative processes are used to improve solutions based on user input. Users must be involved in the process so that their needs can be met through continuous product changes.
Finding a concept which pleases both designers and customers might be a time-consuming phase. While the design should look professional, it can not compromise the user experience.
3.5 Assess the design
As part of UCD, the next step is usability testing. It rapidly reveals how users interact with a product and enables designers to improve it. Scenarios should be tested in a setup that mimics the actual environment where the product will be used. This can be done by inviting prospective users to the test lab or at their home. If a prototype is being used, it should also reflect how the final product will look and function.
3.6 Design implementation and MVP
In this stage, the design team launches a prototype. But that is not the final version of the product. MVP (Minimum Viable Product) was an idea brought to life by Eric Ries.
Over the past few years, more and more companies trusted this strategy for various reasons:
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- Cheap costs;
- Design that is adapted according to customers’ needs
- Ability to generate revenue from the early days.
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Instead of focusing on creating a complete solution, the basic launch could kick off sooner and generate revenue while design optimization takes place.
Observation allows the designer to get a sense of what the user is trying to do. From there, they can make changes to the interface based on this data to make it more convenient and efficient.
3.7 Deployment
The last stage of a design project doesn’t end when you turn in your invoice and walk away. Quality user experience is an ongoing process, and businesses eager to understand their customers and meet their expectations need to keep that in mind.
Achieving a great user-centered design isn’t just about designing the best possible product before you even start production
4. Useful tips
Designers sometimes put art on a pedestal while psychology turns out to be far more relatable to direct sales which is why we decided to provide you with some advice in order to improve your user-centered design.
Tip #1: User-centered design is NOT UX design
While both concepts revolve around the end-user, UCD is not the same as UX design. User experience focuses on the interaction between products and users. The user-centric design focuses on human factors.
While the user-centric design is considered crucial for top-notch UX design, it’s not mandatory.
To put it simply: UXD is a discipline while UCD is more like a strategic approach.
Tip #2: Incentivize surveys
Whether your product is live or you haven’t launched it yet, make sure you incentivize surveys. A simple form and some small prize or a discount upon filling it might be extremely beneficial for you in the long term. Why bother guessing, when you can have real people sharing their thoughts?
Tip #3: Mock-up designs and MVPs are totally worth it
If you have a great product or service to offer, why bother hiding them? One common mistake designers make is to hide their works. You can’t predict the success of something if it receives no feedback. Give your users options to choose between options.
Tip #4: Ask friends and family members for their opinion
While still on the topic of feedback, it’s not a bad idea to ask people around you to express their views. After all, they consume a lot of content online and have a solid base. Also, you can provide you with your competitor’s solutions. Ask them to make an honest comparison.
Tip #5: Iterations are key to success
Some business people and designers fall into the trap of trying to find an outstanding solution, only to see their finished product fail in the end. User-centered design is all about the user. Make them a significant part of the whole process. Require your users to be part of the process.
5. User-centered design examples
We live in times when competition is at an all-time high and every single mistake is punished. While some businesses have neglected UCD for some reasons, others have reaped the benefits from incorporating it.
5.1 Apple
There is no better example than Apple when it comes to a user-centered design. The company has always revolved around the customer. When we check the products (for example, the iPhone product line), we will notice there are only two options available – “Buy” and “Learn more”. Practically, it becomes impossible to get it wrong.
5.2 Spotify
Spotify aims to create a sense of familiarity and extra trust among its users. The Swedish company has found a path to offer a unique experience for its melomaniacs. In fact, Daily Mixes are some of the best things which have happened in the world of music. Spotify was an innovator, as purchasing songs and albums was not a financially good move. What is offered was a whole new level of customization and affordable prices to its clients.
5.3 ESPN
We’ve already mentioned America’s most popular sports channel and its website that is based on the tastes of its readers. Having a revenue increase of over a third is another proof that user-centered design doesn’t just work – it can make miracles!
5.4. Intuit
Intuit offers solutions to some problems which could be classified as “boring”. Yet, the software company offers solutions that have a fresh design and great customization options.
5.5. Just Eat
Just Eat was a thing long before the pandemic. However, 2020 saw huge spikes in food deliveries across the world. The website and the app are well-structured and fully customized by user address, user taste, price limit, etc. On top of that, review options provide the so needed social proof.
6. Conclusion
User-centered design has always been important since the early ages of our civilization. But with the technological age, we’re living in, it matters more than ever. With the implementation of mobile technology, we are able to communicate with users and interact with them on a daily basis. Using this ability to your advantage will allow you to better understand user needs and create a product that is tailored to each customer’s needs.