Thinking Digital: Focusing on user-centered design


Would you like to develop your digital knowledge and stand out amongst your competition? Then make sure you’re on the guest list of our brand new event, Thinking Digital.

We’ll be hosting these roundtable lunch events throughout the year and each one will focus on a different topic. It’s a great chance to meet new contacts, share industry insights and indulge in some delicious food.

The first event was held at the Bleeding Heart in Farringdon and we kicked off the series by looking at user-centered design.

What is user-centered design?

UCD or UXD is all about focusing on the end user and designing a product or service from their perspective. It’s about considering the way an individual will interact with content and it’s not limited to web or digital. To really personalise this to your brand, you need to consider who your audience is. What do they want from your product or service and how will they use it?

Why is it important?

Design is much more than the superficial elements you might immediately think of, like colours and images. They’re obviously important and play a role in things like legibility and accessibility, but UCD encompasses everything - from technical design to branding. People don’t have time to find things that aren’t obvious. Just think: if you had to login every time you visited the Netflix website, would you watch the same amount of content as you do now? UCD is about making the user’s journey as easy as possible.

Tips on how to improve UCD

During our Thinking Digital event, we discussed lots of ways brands can improve their UCD. Firstly, look at analytics - how do people use your website? How long do they stay? This can help to inform decisions on what is working and what might need to change. Developing personas is another important step. Getting to know your audience will help you to view your product or service from their perspective. You can then move on to creating wireframes and putting these in for user testing. This can be face-to-face, in focus groups or even on the phone. Getting feedback is crucial to help you develop and fine-tune your content and you can keep testing what you’ve created to continually make improvements to it.  

Interested in attending the next Thinking Digital event? Get in touch to register your interest.



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