To have the best chance of creating and selling an innovative and commercially successful service or product, you need to have an in-depth understanding of end-users' requirements. End-users are customers or whoever your product or service is aimed at.
Effective user-centred design requires a thorough understanding of your end-user and their needs so that you can tailor your product or service to meet those requirements.
User-centred design also involves engaging directly with consumers in the early stages of any new product development (NPD) process and keeping them involved throughout. Traditionally, market testing and user research are done towards the end of the NPD process, but by then significant design changes are not always viable.
This guide explains how user-centred design techniques can be easily incorporated into your business practice and explores the potential business benefits of investing in user-centred design. It also looks at specific forms of user-centred design, such as ergonomics and inclusive design.