Doing User-Centered Design!
It’s 2023. And yet, still most teams and companies fail at doing this.
As humans, we have always been intrigued and curious about one another — curious about what others do, how, when, and why. (Hence reality TV uptake, or followers on social media platforms). And yet, when it comes to designing for a fellow human — somehow this level of curiosity and intrigue fades into the background.
Earlier this week I delivered a talk on User-Centered Design (UCD) on behalf of the Royal College of Arts, Design Age Institute. My co-presenter was Clara Gaggero Westaway, Design Director from Special Projects.
The audience comprised Innovators, Business Owners, Stakeholders and Entrepreneurs — all currently creating commercial products or experiences but lacking design & research expertise, or, didn’t have full confidence their teams had mastered UCD. My goal was simple: help them understand UCD deeper, for more effective use.
Since the talk was private and can’t be shared publicly, I’ve summarized some key points below, along with my shared my perspective on UCD.
User-Centered Design (UCD) is a commonly used term in both business and design realms. For some companies, it serves as the default design approach. And yet, despite the wealth of resources available, ranging from books to videos and documentation. 41% to 84% of companies still struggle to implement or understand how to do it. Especially in relation to the strategic business level, where its principles can significantly contribute to team decision-making and overall commercial success.
There are many misconceptions about UCD. The term itself allows room for business people to think it’s solely related to design craft and the ‘doing’ parts of design (which is not true). Some may believe that as long as a basic level of user feedback or market research is received, the process is complete (again, not true). Such beliefs overlook essential elements crucial for fully leveraging and reaping the benefits of UCD. Fundamentals such as co-creation throughout the entire journey from the problem definition to solution execution — both with end users and other teams — are vital. Another fundamental aspect involving centering everyone around the same purpose or user problems, and viewing them from the user’s point of view. UCD extends beyond tactile design aesthetic decisions, fitting within a much broader space of processes, mindsets and strategic thinking.
The journey to incorporating UCD into a team is not instantaneous; it requires continuous progression and self-checking. However, over time, it can lead to benefits of a higher level of design maturity across teams, better team working relationships regardless of departments, increased innovation, company competitiveness, category leadership, and internal standards to benchmark future solutions against.
To better tailor my talk to the audience, I asked them in advance, ‘What would you like to learn from the talk?’.
Here are the three key areas derived from their responses:
- UCD re-introduced: Understanding your goal in using it.
2. UCD Misused: Common pitfalls I've seen teams encounter.
3. UCD Embedded: How to build and measure it for commercial success.
So, what’s my take on UCD?
In my view, UCD is all about teams and companies that genuinely prioritize people, proudly declaring it as part of their ethos and values. While many companies claim to prioritize people, the real proof lies in observing how this commitment translates into tangible actions and internal business development choices.
— Humans are, and have always been curious and intrigued about one another. And yet, when it comes to designing for a fellow human — somehow this level of curiosity and intrigue fades into the background.
Another perspective I’ve gathered, based on recent experiences, is that for those with a results-orientated mindset, a black-and-white thinking approach, or a singular focus on financial gain, UCD might feel like an annoying hurdle.
I’ve observed stakeholders in action, conducting user testing by presenting a design and subtly asking participants to rate their work. Teams have even dispatched designs via online surveys without allowing any room for conversation, inquiry, or deeper exploration. Additionally, there have been instances where business leaders hastily present final solutions or interpret participant comments as literal design change instructions, instead of delving into the user’s mental mode, or considering alternative ways to address the identified problem. However, navigating these nuances is inherent to the essence of UCD. Its what it is.
— it’s about solving problems, particularly user-focused ones, starting from a position of not knowing the answer.
Effectively addressing someone else’s problem requires a profound understanding, exploration, and genuine empathy. It involves delving into the human psychology and caring deeply about the users experience. The approach centers around allowing user insights to steer you towards the most valuable idea/solution. It’s about placing trust in the process without clinging to preconceived notions, prioritizing exploration over quick wins, and being open to the unknowns.
Thanks for reading! I’m a Design Leader, Strategic Thinker, Writer and Speaker working in Product Design. I help teams to create complete product experiences for end-consumers and businesses.
Keep in touch:
Linkedin: https://www.linkedin.com/in/staceymendez
Linktree: https://linktr.ee/Staceymendez
If you need a design speaker for your next event / podcast, click here, get in touch.
