Product design must go beyond aesthetics. A product’s success in the market depends entirely on how much customers enjoy engaging with it. That’s why we prioritise user-centred design to achieve optimal results across all our projects and products.
In this article, we’ll define user-centred design, explain why it matters and show you how it fits into the product design process.
What is User-Centred Design?
User-centred design (UCD) is an iterative design process that puts users at the heart of the design. It involves considering user needs, objectives, and feedback at every product development phase.
By being user-centric, we create products that form unique connections with the audiences they serve. UCD ensures that a product fulfils a specific need and does so effectively.
Why User-Centred Design Matters
Designing products without considering user needs can lead to failures in the market. User-centred design involves the target users throughout the design stages, ensuring that the product meets their needs and solves their problems.
User-centred design aims to produce highly usable and accessible systems, prioritising user satisfaction while avoiding adverse health, safety, and performance effects. This approach uses human factors, ergonomics, usability engineering, and other techniques to create efficient, satisfying, and user-friendly experiences.
How User-Centred Design Works
Designing with a user-centred approach allows for deeper research and application of user preferences and expectations. User research guides the design process, increasing the likelihood of creating a successful and widely adopted solution. Here are the four elements of a user-centered design process:
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Discover
In the ‘discover’ phase, we go beyond assumptions and conduct research to uncover users' real problems. This phase involves using interviews, surveys, and group discussions to deeply understand user needs and challenges. We can bridge the gap between assumptions and reality by involving the target audience from the beginning.
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Define
After uncovering various user problems, the ‘define’ phase involves narrowing the focus to the most impactful ones. We discuss the findings with their team and identify common themes. This step helps establish clear design priorities based on the problems that must be solved.
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Develop
Once the design priorities are defined, we enter the ‘develop’ phase, brainstorming ideas and potential solutions. This phase encourages an open mind and multiple iterations to explore different possibilities. The best concepts are then selected to continue the process.
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Deliver
In this phase, we build minimum viable products (MVPs), mockups, or prototypes to test with real users. Feedback is crucial in this stage, as it helps determine which features work and which need improvement. Iterations may be necessary to refine the product based on user feedback and ensure it solves real problems effectively.
User-Centered Design at HonePD
According to Andrew Jack, Hone’s Product Design Engineer, “It’s really about getting into the space and situation of the user through testing and understanding. Prototyping and testing are very playful. It allows us to try things with products outside of our assumptions and discover how the consumer would use the design in real life. I’m usually surprised by what works and what doesn’t and how some things are surprisingly tricky and some remarkably easy.
Two examples of HonePD’s dedication to user-centred design are:
The award-winning Baby Bum Shower, a transportable nappy change bottle to reduce waste, required several prototypes and variations based on consumer testing and feedback.
Uniquely designed for safety, the Koala Dummy required over 50 prototypes before we discovered the perfect design. Chemicals in the materials were a huge concern, so product testing was a crucial part of the design process.
Conclusion
User-centred design is a fundamental aspect of successful product development. You can create highly functional, satisfying, and effective products by involving users throughout the design process and prioritising their needs. User-centric design also ensures that products solve real problems and deliver user value, increasing customer satisfaction and loyalty.
If you’re ready to bring your product to life, contact us today to kick-start your new design!