IMY 772

User centered design


Where do I fit in:

Technically correct:

ISO 9241-210:2010 provides requirements and recommendations for human-centred design principles and activities throughout the life cycle of computer-based interactive systems. It is intended to be used by those managing design processes, and is concerned with ways in which both hardware and software components of interactive systems can enhance human–system interaction.

User Centered Design:

An iterative design process in which designers focus on the users and their needs in each phase of the design process. UCD calls for involving users throughout the design process via a variety of research and design techniques so as to create highly usable and accessible products for them.


Customer Experience (CX)

User Experience (UX)

User Interface (UI)

  • Concerned with the end to end journey
  • Primary focus is around streamlining journey and reducing steps
  • Narrower focus
  • Measuring everything (distances, layout, type of interaction)
  • Do the visual elements make sense (colour theory)
  • Is it pleasing to interact with
  • accorrdians & tabs = fail


Prototyping/ User testing

  • Not completely straight forward process
  • Leading questions, cultural attitude to colours
  • Surprised with results
  • The hidden objective is to fail, cause it provides the most insights

The Almighty Prototype

Low fidelity

  • fast
  • cheap
  • great for 'big questions'
  • good for new paradigms
  • collaborative

High fidelity

  • better UX
  • great for specific problems
  • better user testing experience
  • easier to get stake holder buy-in


  • higher cost & effort


  • limited interactivity
  • uncertainty during testing

When to prototype

The value of prototyping

Real World


  • Adobe Xd
  • Axsure
  • Framer (Framer X)
  • Origami
  • InVision Studio

Native tools, i.e.

  • Android / iOS
  • HTML / CSS / JS
  • Unity / Unreal

Physical tools, i.e.

  • Post-it notes
  • Anything in a hardware store

Additional reading:

Template Brief

Thank you

IMY 227

By Chrisp

IMY 227

Brief introduction in the world of CX, UX & UI.

  • 753