Human-Centered Design: or taking the end users’ desires, intuitions, time constraints, and preferences into account, is a key component of designing high quality digital experiences. It may surprise you to learn that the end user is often an afterthought for product and development teams, during the design process. The fact that some teams are failing to “walk a mile in the end users’ shoes” before designing digital products for the user is a small part of why 78% of enterprises fail at their digital transformation efforts. A major contributing factor to this problem is the prevalence of Tech-Centered Design.
Tech-Centered Design: or developing features without considering the impacts on the end user, and designing through the lens of tech requirements vs usability. A classic component of Tech-Centered Design is feature creep, or the addition of too many “features”. Feature creep detracts from the ultimate goal of digital interactions. Is the goal to convert a buyer? Then make the call to action to convert that buyer as seamless as possible. Is the goal to have a user find the FAQ section to get the help they need before calling your support center? Then that should be so easy to do that the user doesn’t even consider calling support. Feature creep blocks these intuitive user interactions by adding unnecessary complexity and wasting the end users’ time. To combat feature creep and Tech-Centered Design, it helps to zoom out and think of your product as a small part of your end users’ daily digital interactions, for example the below mindset may help:
In 2020, users are encountering more digital interactions across many disparate apps and tools than ever before. To make the precious digital moments you have with your customers impactful, respect their time by giving them what they want in a quick and intuitive manner.
Many talented developers are focused on building solutions to solve the most use cases possible, which is a wonderful thing. This means that the team is doing what they were hired to do: build great technology. However, for a final product to be effective, only technology that drives the desired user engagement should be included. If your product, development or design teams are struggling with feature creep and Tech-Centered Design, we are here to help them empathize with the end user.
At Fuego UX, we take a Human-Centered approach to design by collaborating closely with the development team to find the ideal balance between technology and design. Fuego believes that each team should be heard and should contribute to the design process, but that the end users’ voice should carry the most weight, as having happy customers is always the goal!