What is user centered design
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User centered design (UCD) is a design philosophy that focuses on the end user's needs, wants, and limitations at all stages of the design and development process. Products developed using UCD are optimized for how end users want to use them rather than forcing users to change their behavior. Involving end users from the beginning helps ensure systems are adopted by being designed based on an understanding of the user experience.
What is user centered design
- 1. What is User Centered Design Matt Steel, Online Service Delivery Manager February 2013
- 2. What is User Centered Design? User centered design (UCD) is a design philosophy where the end-user’s needs, wants and limitations are a focus at all stages within the design process and development lifecycle. Products developed using the UCD methodology are optimised for end-users and emphasis is placed on how the end-users need or want to use a product instead of forcing the end user to change his behaviour to use the product.
- 3. They do the same, but which would you rather spend time on?
- 4. Why does it matter? The outcome of most programmes will be to achieve adoption of the system by users. If a system has been designed with the wants, needs and limitations of users in mind then they are more likely to use the system. Focusing only on the function without understanding the experience will create an uncomfortable user experience.
- 5. The three elements User Who are your users? How can you talk with them? Centred Are you willing to allow users to steer your deliverables? Design Can you adapt your solution? Have you factored in resources, time and budget?
- 6. What do users do if you don’t design for them?
- 7. Beware of the users Reporting highway faults • Built on a popular platform • Easier than the old systems • More functionality • Mobile app What users said, but was ignored • Didn’t like having to create an account before making a report • Didn’t like the categorisation Why they were ignored • The system couldn’t be reconfigured to operate with no account. • The service didn’t want to re-categorise the way they work.
- 8. Beware of the users: The result
- 9. UCD for your programme • Plan: what is the scope, audience, objectives? • UCD is part of the whole process and needs to be embedded from the outset, it’s not an add on at the end • Ask users what they want and keep asking • Test your assumptions, modify and test again
- 10. Quick wins
- 11. How can we help
- 12. And finally….. • Any questions? • Drop in sessions this afternoon
Editor's Notes
- #4: Which would you rather spend time on?Both are functional in terms of a seat, but one encourages you to sit down.One is designed for the user the other for the service provider (to store away neatly)
- #7: They will phone someone for help – official and unofficial channels – Your contact centre, a receptionist, an administrator and tie them up getting their issue resolved.They will give up – especially if there is no immediate benefit to completing the process. Reporting, analytics, commenting & reviewing They will get angry and resent you as a team – you will loose your good will when you need them.They will ignore the rules and just do it their way: what could loose compliance, data, security, efficiency. This also means that they will potentially drop of your radar as a transaction causing you to under report work
- #9: The lessons learned here were to start the UCD before you have specified the system or the budget so that you can purchase and refine based on customer need.This is not all about spending more. You can use UCD to test assumptions on what users want and often find they don’t have a need for some costly functionality you thought they would like.
- #11: Cut out the fluff and have a conversationCreate points to focuson the page. Make the key thing you want people to do the focal point.Don’t make people think, make it intuitive. Instructions = failiureConsistency – once customers understand you, don’t reinvent yourself and process on every page.Signpost – why write and maintain content that someone else is already doing.
- #12: Finding and understanding your audienceGetting feedback of what is working and what is brokenHelping you to understand and integrate the feedbackThe web generates huge amounts of data, We’ll analyse it and pick out trendsAnalyse user response to the system, as it is being developed and after launch