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