User centred design is a process where the designer considers the needs, wants and

limitations of the end user. Consideration is made at every phase of the design cycle, the
nature of this is iterative.

Principles of the UCD process

A design is based upon an explicit understanding of users, tasks and environments

Users are involved throughout design and development
Design is driven and refined by user centred evaluation
The process is iterative
Design addresses the whole user experience
Design teams are multidisciplinary, using perspectives from a range of professional

UCD - The User

✓ UCD clearly considers how users are likely to use the product, product testing occurs with actual
users

✓ Also referred to as empathic design, the UCD approach places design teams in direct contact with
the user. Empathy with potential users gives a better understanding of their thoughts, needs, values
etc.

✓ Functionality can be included easily into a design, adding in too much functionality or perceived
functionality can diminish the level of usability in some cases

✓ Some large household (washing machines, tumble dryers, ovens) appliances are good examples of
cases where the complex functionality is too much to understand for most consumers