User Centered Design

My favorite graphic depicting the challenges User Centered Design process faces:


User Centered Design is about empathy for the target audience. In order to meaningfully communicate to end users:

  • Drive a sense of the project’s vision with all project participants
  • Understand the target user
  • Experiment with conceptual designs
  • Complete the designs
  • Evaluate the target audience’s response to the designs
  • Maintain and update the results

The following graphic shows a simplified approach to User Centered Design.

A more complete depiction of the User Centered Design process was published by SAP. They got it right!



IMG_5377At Apple, I developed sales tools for the international sales force and partners. There wasn’t a single type of sales person or partner. In order to be successful (and we were!), I traveled throughout the US, Europe and Asia, talking with the people who needed the tools. The insights gained enabled the development of tools and distribution methodologies based on User Centered Designed principals.  The results saved Apple money, decreased the time it took to get sales tools distributed, and increased sales force effectiveness. The result was that I won the “Apple Sales Impact Award” (trophy below), including an all-expenses paid trip for 2 to Ireland!