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User-centred design 1:10
A 70-second explainer of User-centred design, narrated over the same demo you can try yourself.
Try the interactive User-centred design demo
What this video covers
User-centred design (UCD) is an approach that keeps the end user's needs, goals and context at the centre of every design decision, from start to finish. The opposite is designing around the business's goals, the technology, or the designer's own taste - all of which can produce something that works for everyone except the person actually using it.
Watch the same feature get centred on different things: on the business, it chases a metric and annoys people; on the technology, it does what's easy to build, not what's needed; centred on the user, it solves their actual task. That's user-centred design - keeping the user at the heart of every decision. And notice the twist: the user-centred version usually serves the business best too.
