← Go Back

User-Centred Design

What is user-centred design?

User-centred design (UCD) is an approach that puts the people who will use the product at the centre of the process. You understand their needs and context through user research, define the problem from their perspective, design solutions, and test with real users; then you iterate based on what you learn. The cycle is repeated until the solution fits users and context.

Use it when: you want to reduce the risk of building the wrong thing and to align the team around evidence from users. UCD is the philosophy; design thinking, human-centred design, and iterative design are ways to do it.

Copy/paste checklist (UCD in practice)

  • [ ] Research – User research (interviews, observation) to understand who users are, what they need, and what’s getting in the way.
  • [ ] Define – Problem statement or requirements grounded in that research, not assumptions.
  • [ ] Design – Solutions that address the defined problem (wireframes, prototypes).
  • [ ] Test – Usability testing or other tests with real users; learn what works and what doesn’t.
  • [ ] Iterate – Use what you learned to refine; repeat the cycle. See iterative design.
  • [ ] Users in the loop – Not a one-off; continuous discovery and feedback loops keep users in the process.

Why user-centred design matters

  • Reduces the risk of building something nobody needs or can use.
  • Aligns the team around evidence (research, testing) instead of opinions.
  • Improves usability and satisfaction by testing and iterating with real users.
  • Supports accessibility and inclusion when you include a range of users in research and testing.

What good UCD includes

Checklist

  • [ ] User contact – Real users in research and testing; not only stakeholders or internal users.
  • [ ] Problem from user perspective – Problem statement or requirements informed by research, not only business goals.
  • [ ] Testable artefacts – Prototypes or flows that users can try; you observe and learn.
  • [ ] Iteration – You change direction when evidence suggests it. See iterative design.
  • [ ] Ongoing – Not “research once then build”; continuous discovery or regular testing so users stay in the loop.
  • [ ] Inclusive – Include users with different abilities and contexts where relevant; see accessibility.

Common formats

  • Design thinking: Empathise, Define, Ideate, Prototype, Test. A structured UCD process. See design thinking.
  • Double diamond or similar: Discover/Define, Develop/Deliver; research and define before solutionising. UCD is the mindset.
  • Agile + discovery: Agile design with user research and usability testing in the loop. UCD inside delivery.

Examples

Example (the realistic one)

Research: 5 interviews with people who will use the new onboarding flow. Define: Problem statement – “New users drop at step 2 because they don’t see the value yet.” Design: Shorter flow with value message earlier; wireframe and prototype. Test: Usability testing with 5 users; 4 complete step 2. Iterate: Small copy change on one screen; test again. Ongoing: You run usability testing on the next flow and feed findings into the backlog. Users stay at the centre.

Common pitfalls

  • No real users: Only internal or stakeholder feedback. → Do this instead: Include people who match your target users and aren’t on the project.
  • Problem defined without research: “We need to improve onboarding” with no user evidence. → Do this instead: User research first; then problem statement from what you learned.
  • One test, then ship: No iteration. → Do this instead: Test, learn, refine, and test again; see iterative design.
  • UCD as a phase: “We did UCD at the start.” → Do this instead: Keep continuous discovery and feedback loops so users stay in the process.
  • UCD vs human-centred design: Human-centred design (HCD) is often used interchangeably with UCD; HCD can emphasise broader systems and context. Both put people at the centre.
  • UCD vs design thinking: Design thinking is a process (empathise, define, ideate, prototype, test); UCD is the philosophy. Design thinking is one way to do UCD.
  • UCD vs UX design: UX design is the practice; UCD is the approach (users at the centre). UX design is typically user-centred.

Next step

Run one UCD cycle: user research (5 interviews) → problem statement → prototype → usability testing (5 users) → refine. Document what you learned and what you’ll change. Read Design thinking or Continuous discovery to make it a habit.

Related Terms