Human-Centered Design

1. 11-1
Human-Centered Design
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2. 11-2
Human-Centered Design
Presented by:
Midaga Mengistu
Adam Ebro
Adam Abdulazizi
Bune Ragoo
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3. 11-3
Human-Centered Design
Methodology
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Human-centered design is a methodology
for devising successful design solutions.
According to this methodology, UX
designers focus on end-users from the
very beginning of product creation and
have users testing each iteration of a
product. As a result, end-users get a
product that satisfies their needs.

4. 11-4
Three Principles of Human-
Centered Design
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Human-centered design does not
simply force you to consider the
needs and wants of product users
first. The question is how you can
satisfy those needs in both functional
and emotionally meaningful ways.
There are three general principles of
human-centered design:

5. 11-5
Three Principles of Human-
Centered Design
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Collaboration. Great minds create great ideas when
they work together.
Empathy. You can’t create a product for people if you
don’t deeply understand their motivations.
Experimentation. It’s only through conversations,
experiments (checking hypotheses), and learning that
a great product is born.
These principles have changed the way we look at our
business goals and have offered more creative ways
to achieve them. If you're stuck on some problem, just
look at it from the human perspective:

6. 11-6
Three Principles of Human-
Centered Design
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7. 11-7
Three Principles of Human-
Centered Design
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Human-centered design can be used
anywhere: in making web products, creating
spaces, designing government services,
improving banking systems, and so on. But in
the IT industry it is probably demanded most. If
we take the need for flawless functionality as a
given, then it is the design (i.e. the ease of use)
that becomes the ultimate advantage of a
product over its competitors.

8. 11-8
A Three-Step Approach to Human-
Centered Design
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The general approach to human-centered design is
the same for any context, and can be reduced to three
basic steps:
Discover. If you have a challenge, first discover ways
you can approach it and find people to talk to about
the matter.
Ideate. Once you have enough information to solve
the problem, use your creativity to think up solutions.
Prototype. Turn your ideas (based on real feedback!)
into tangible designs.

9. 11-9
Human-Centered Design in the Workflow of
a Web Development Company
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What does this approach look like in
the usual workflow of a web
development company? Here’s an
explanation.

10. 11-10
Personas
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A UX designer is responsible for creating the whole user experience for a
product, and creates personas. A persona is a fictional character that
represents a typical member of a target audience. Before creating
personas, we do research and collect data about people and their behavior.
The term “target audience” is often used to unite different groups of people.
For instance, the target audience of an internet activity monitoring tool can
be both system operators in big corporations and parents who care about
their children.
Human-centered design allows having a few personas to represent either
different kinds of users (system operators and parents) or different
characteristics of users (parents with laptops and parents with
smartphones) within the target audience.
In the end, personas help you focus on images of final users, make
calculated decisions regarding required functionality, and avoid making
products with lots of great yet unnecessary features.

11. 11-11
Personas
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12. 11-12
Scenarios
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Different scenarios are written to define how a persona will use a product.
Scenarios explain the context in which the product is used and allow you to
consider additional details like user goals and the reasons why they visit
your website or a mobile app. Having such specific information allows you to
build scenarios in which your future product will be used. Usually, several
scenarios are developed:
The best case, when everything is going simply great in the life of the
persona.
The average case, when everything is going just fine and the persona’s
mood is neutral.
The worst case, when everything is going wrong and the persona is upset or
aggressive.
Such scenarios are great because they organize information in the form of
stories, are easy to understand, and allow you to notice important details
about how the user interacts with the final product.

13. 11-13
Scenarios
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14. 11-14
Use Cases
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Once you have scenarios on your desk, it’s time to figure out how personas will use
the final product within the previously defined scenarios. Such interactions are
called use cases and essentially are lists of events that happen within scenarios.
Instead of explaining each function separately, you can write use cases to avoid
technical details and focus on making interactions as easy, understandable, and
usual as possible, while at the same time making them fit the scenario and
correspond to the selected persona’s needs.
While use cases aim to figure out how users achieve set goals, they also help
designers decompose big tasks into smaller ones and then address them one by one.
For instance, if you’re designing the way users sell their old stuff on a marketplace,
you’ll probably start with the “user logs into the system” action, knowing that later
you can go back to it and design how exactly that logging in happens.

15. 11-15
Use Cases
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16. 11-16
Prototypes
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Finally, all these use cases are implemented into a working
prototype, which is a test sample that requires minimum
effort yet looks like the final product as much as possible.
With human-centered design, prototypes are done with
minimal effort and with only one goal: to perform user tests
and check hypotheses.
Prototypes can be realized in any way, for instance as paper
blueprints or computer images. Many online solutions let you create
visual prototypes that look and act just like real software. They lack
most of the functionality, but offer a visual representation of the
information that is expected to be shown by that software

17. 11-17
Prototypes
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18. 11-18
User Testing
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A prototype is then used for user testing and checking hypotheses: Are the
designs correct? Are users acting as planned? Are they having any troubles
using the product? and so on. If all hypotheses are correct, the whole team
proceeds to the implementation stage. Otherwise, the UX designer goes back
to the previous stages and improves personas, scenarios, and use cases in
order to make a better prototype for user testing.
As you can see, such an approach considers the smallest details of user
interactions, checks all hypotheses, and guarantees that the final product will
correspond to user expectations even before the whole team starts
implementing it.
Of course, when we say “the final product” we mean the final version of the
current iteration. Once an iteration is over, everything starts again if the plan
is to give the product new functionality and make it even more attractive for
potential users.

19. 11-19
Design
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After all necessary research has been conducted, all
information gathered, and all details agreed with the client, it’s
time to design the product’s architecture. A human-centered
approach affects all processes in the design stage.
In addition to that, our UX designer brings out new wireframes
every 2 to 3 days and then the team (and sometimes the
client) takes a look at them to see if they correspond to
product requirements and user expectations and if it’s
comfortable to use a product with such a design. If possible,
improvements are suggested. Such feedback can bring a
great number of fresh and reasonable ideas to make the
design better, and is the only way to raise the chances that
the product will be liked by users.

20. 11-20
Design
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21. 11-21
Implementation and Post-Analysis
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When the design is finally ready and approved, it’s time to
implement it in code. However, this doesn’t mean that the
project’s UX designer isn’t needed anymore. Being ready to
changes means adapting on the fly, which in our industry
means that web product creation is never finished. As soon as
any software is released, it’s time to plan how it can be better,
how the next version will look, and how new functionality will
affect the design of the product.
Moreover, while functionality is an important aspect of any product,
humans change their preferences over time and often seek new designs,
new experiences, and new ways to interact with products. Simply recall
how mobile interfaces have changed over the last few years: first, you had
buttons designed for tapping; then swipes were introduced for richer
navigation, and recently Apple presented Force Touch technology,
expanding the ways to interact with visual interfaces even further.

22. 11-22
Implementation and Post-Analysis
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A great UX designer is always looking for how to further
improve the ways humans interact with products and to make
people more satisfied by simplifying ease of use. This can be
done either by analyzing feedback and user reviews or by
gathering specific statistics and metrics such as time spent
using a product, conversion rates, popularity of different
interaction patterns, and others.
Making experiments such as changing the general flow of a site, adjusting
the ways a specific problem can be solved by users, or even switching the
color of a button can yield extremely effective data, and this is another part
of the UX designer workflow based on human-oriented design.
Human-centered design proves that building a successful product
depends on insightful research (personas, scenarios, use cases, customer
journey maps, user testing, and more) and a conscious approach that lies
in understanding how your end-users feel and behave.

23. 11-23
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Thank
You