Guide to User Centred Design

Beyond assumptions

Many organisations claim to be doing UX but really, they’re incorrectly applying the term to their often outdated design process. I am going to lay it on the line here - you can’t do UX without understanding your users.

This is an idea that has been perfectly expressed by Hoa Loranger, VP a Nielsen Norman Group, in her article, UX without user research is not UX.

Just so we are clear, the founders of Nielsen Norman Group, Don Norman and Jakob Nielsen, pretty much invented UX. When they started the company in 1998, they defined it as follows:

I think about Dom and Jakob and the efforts they’ve made to change the world of design whenever I see digital experiences that have clearly been designed without any regard for the user. I imagine Dom and Jakob looking a bit deflated, though never angry. This is even more upsetting if you know what Dom looks like. An old colleague of mine nicknamed Dom ‘Papa UX’.

Google him and you’ll understand.

Too often, experiences are designed with a focus on business goals, fancy features, and the technological capabilities of new platforms and software. But user centred design (UCD) is a methodology that puts user needs at the centre of a product or solution. It aims to give users a voice at the boardroom table and helps businesses offer a point of distinction over their competitors while addressing the core needs of their customers.

Please don’t think that UCD means ignoring your organisation’s focus or objectives. It simply lets users’ needs drive a solution that delivers value to a business.

There’s a perception that UCD is an expensive approach to design, but this doesn’t have to be the case. The process can work for a variety of budgets and scales. The most crucial part is a shift in mindset, to a place where you don’t take the voice of the loudest stakeholder as gospel but you get out there, speak to customers and discover the truth. I know this can be a daunting idea, but take those stakeholders on the journey with you and it won’t be long before they see the value of a user centred design approach.

User centred design at Fresh Egg

We believe user centred design broadly breaks down into three essential ingredients.

The benefits of putting users first

Clearer requirements

Traditional requirements are often driven primarily by business needs. When user needs shape the solution, requirements become more accurate, relevant, and actionable from the outset.

Increased value per user

People are more likely to choose products and services that provide a superior user experience. When two brands offer similar products and pricing, user experience can often become the deciding factor.

Reduced waste

Research and testing reduce the risk of failure by validating assumptions before significant resources are invested.

Benefits include:

• Better usability

• Improved conversion rates

• Reduced project risk

• More efficient use of resources

Added value across the business

Research findings often provide value beyond the original project.

Insights gained through user research can inform strategy, customer service, marketing, product development, and wider organisational decision-making.

Extended solution life

Products designed around user needs are more likely to remain relevant over time. However, user needs evolve, making continuous learning and iteration essential.

Take a voyage of discovery

Without understanding your users, their needs, and their behaviours, any solution is likely to fall short of expectations.

The discovery phase focuses on uncovering facts and insights that inform design decisions.

Kick-off workshop

Bring stakeholders together to:

• Define project goals

• Establish product vision

• Align expectations

• Identify target audiences

• Capture existing knowledge

This creates a shared understanding before design work begins.

Stakeholder interviews

Conduct one-to-one interviews with stakeholders to understand:

• Individual goals

• Success measures

• Project expectations

• Existing assumptions

Remember that stakeholders extend beyond senior decision-makers. Customer service teams, sales teams, and frontline staff often provide valuable customer insight.

Empathy mapping

Empathy mapping helps stakeholders think from the customer's perspective rather than the organisation's perspective.

It encourages teams to consider:

• What customers think

• What customers feel

• What customers see

• What customers do

• What influences their decisions

• What goals they are trying to achieve

Empathy maps can then be used as hypotheses to validate through research.

Data insight

Where an existing solution already exists, analysing data provides a valuable starting point. Data can show what is happening, such as where users are dropping off or how they are interacting with a product or service. However, research is needed to understand why those behaviours are happening. By combining quantitative data with qualitative research, you can build a more complete picture of user behaviour and make better-informed design decisions.

User interviews and testing

User interviews validate or challenge stakeholder assumptions and empathy maps.

Research should involve:

• Existing users

• Potential users

• New audiences

User interviews

Conversations that explore:

• Behaviours

• Motivations

• Challenges

• Needs

User testing

Observing users as they interact with a product or service to identify:

• Friction points

• Usability issues

• Areas for improvement

Types of user testing

Remote moderated testing

Users undertake tasks with no supervision, in their own time from their own homes. This is often the cheapest option and can be completed through tools like usertesting.com.

In-person moderated testing

Users travel to a testing ‘lab’ to undertake a series of tasks given to them by a moderator. User testing can be a hard to secure budget for, but it is the most important part of the process. It will provide insights that can set you apart from the competition and allow you to create digital experiences to be proud of.

Remote unmoderated testing

Users complete tasks independently using online testing platforms. While user testing can sometimes be difficult to secure budget for, it remains one of the most valuable parts of the entire process.

Collaborate, experiment and validate

Bring together stakeholders, designers, and developers to create and test ideas early.

A typical process might look like:

1. Discovery workshop

2. Prototype creation

3. User testing

4. Feedback gathering

5. Optimisation

6. Ongoing enhancement

This approach helps teams validate ideas before committing significant time and resources.

The Experience Success Ladder

Developed by Ward Andrews of Drawbackwards, the Experience Success Ladder provides a framework for evaluating design maturity and user satisfaction.

Each stage represents a deeper level of value creation.

Putting it all together

Placing your users at the heart of your product design and development is of benefit both to them and to your business.

By understanding your audience, you can create experiences that are:

• Useful

• Intuitive

• Enjoyable

• Valuable

Success begins with discovery and continues through research, testing, iteration, and ongoing improvement. When done well, user centred design can create meaningful experiences that turn customers into advocates.

Benefits include:

• Clearer requirements

• Increased customer value

• Better brand loyalty

• Higher sales

• Reduced waste

• Longer-lasting solutions

User centred design is accessible to organisations of all sizes and budgets.