1. User Centred Design Policy
Ed Chandler
Senior UX Consultant

2. User Centred Design
Policy
What UCD is
What it is / Why you need it /
What it does
What goes in it?
How to and when to
The people
The Drive
Some Examples
Recap

3. User Centred
Design
An introduction to:
(what is it)

4. User Centered Design

5. …across various platforms… Approximately two-thirds of
customers will cross more than
one channel.

6. …and multiple touchpoints Customers no longer interact with
companies from a “channel”
perspective; instead, they interact
through touchpoints.

7. People
THE
(users / customers / not yet
customers)

8. People are different
Including those with
disabilities

9. Adapted from Stephen Pheasant (1985)
1. This design is satisfactory for me - it will therefore be satisfactory for
everybody else
2. This design is satisfactory for the average person - it will therefore be
satisfactory for everybody else.
3. The variability of people is so great that it cannot possibly be catered for in
any design - but since people are so wonderfully adaptable it doesn't matter
anyway.
4. UX is expensive and since products, systems and services are actually
purchased on appearance and styling, UX considerations may be conveniently
ignored.
5. UX is an excellent idea. I always design with UX in mind - but I do it intuitively
and rely on my common sense so I don't to need include actual users.
Why can it go wrong?

10. What “experience” is the design /
development based on – if there
is no user input?

11. Purpose of a
UCD Policy
THE
(What it is / Why you need it / What it does)

12. Whatis it? It informs project teams
how to go about
including users
It aids the creation of a
“customer first” culture
It’s your commitment
to meet the needs of
your customers

13. Why do you need it?
Good design benefits
everyone
It shows a commitment
to putting customers
first
It reduces the need to
make [costly] last
minute changes

14. What does it do?
It states who the “go
to” experts are
It is part of continual
improvement and UX
maturity
It is a blueprint for
delivering customer
focused projects

15. Reason
THE
(What goes in it to help the
business)

16. Leadership statement Provides direction for
the business and lays
the foundations
It explains what UCD
means for the business
Makes UCD a company
wide initiative

17. Understanding UCD
Outlines user groups
and market segments
What it means in real
terms
Explains what UCD is
and why it is important

18. Legislation,
Regulation and
Standards
Market specific
regulation to protect or
service consumers
Leveraging standards to
deliver “what good
looks like”
Equality Act 2010

19. UCD Project lifespan
Project Managers
Checklist
Requirements and
scope
Business ready processes

20. How to
THE
(nuts and bolts)

21. Asking the right
questions Which technique is best
to elicit feedback?
Which users, to get a
diverse sample?
What do you need and
when do you need it?

22. Concept creation
Develop the plan
What if its no good?
What to ask + elicit
early feedback

23. Post release / live
systems How can you get more
feedback?
Has it a legacy system
that has never been
tested
Is there a phase 2?

24. When?
THE
(and how often)

25. Testing Test often
Retest…..
Test early

26. Project life span
Engagement
With subject
matter
experts
With end
users
Concept Design and build Release / Live
User Needs Usability
Testing
Expert testing
Best practice
guidance
Initial
feedback
1st
release
Test
New
iteration
Continual
improvement
Post launch
feedback
Expert testing

27. S
P
R
I
N
T
2
R
E
L
E
A
S
E
S
P
R
I
N
T
1
R
E
L
E
A
S
E
Project development
With
subject
matter
experts
With end
users
Sprint 1
iteration
UX /
design
Dev
Team
Sprint 2
iteration +
Sprint 1
support
Sprint
iteratio
n n +
Sprint
n-1
support
Sprint 0
Sprint 3
iteration +
Sprint 2
support
Sprint 4
iteration
+ Sprint
3
support
user needs
user needs for each sprint as required
Sprint 1
build
Sprint 2
build
Sprint 3
build
Sprint
n-1
build
Best Practice /
Personas / Journeys
/ Strategy Sprint 1
testing
Sprint 2
testing
Sprint
n-2
testing
Expert input for each sprint as required
Sprint
n-2
testing
Sprint 2
testing
Sprint 1
testing
S
P
R
I
N
T
N
R
E
L
E
A
S
E Releasing after each sprint is possible
if testing can be incorporated quickly
Adapted from John Whalen, UXPA 2014

28. Who?
THE
(not the band or the
Doctor!)

29. Going back to People
Increase life expectancy
from 80 to 85 by 2035
Older customers more
likely to move to
competitors
Currently 10 million are
over 65 growing to 19
million by 2050

30. It’s all in the data
But it won’t t
why…..

31. Customer / User
Panels

32. Drive
THE
(What makes a company do
this)

33. 1. The CEO or board member has a family or friend that has / is…..
2. Legislation / regulation is forced upon the market
3. A magic number of sales/hits/requests generates interest…..
4. Market change and competition is forcing the business to be more customer
centric – this is likely to lead to industry wide change
5. To be different. To create that competitive advantage. The business wins have
been identified, it makes sense and will return more value for the business
and the customer
5 simple reasons

34. In Practice
End of discussion…
https://www.gov.uk/service-manual

35. Examples
THE
(customer centric designs)

36. Holistic thinking Removing the
weakest link

37. Simple design Inclusive

38. Summary
THE
(a short recap)

39. UCD Policy
It is a commitment to
being customer centric
It means engaging with
users and acting on
their feedback
It provides business
direction from the top

40. What “experience” is the design /
development based on – if there
is no user input?

41. Ed Chandler
Senior UX Consultant
User Vision
55 North Castle Street
Edinburgh
EH2 3QA
Tel: 0131 225 0850
Email: info@uservision.co.uk
Web: www.uservision.co.uk