Switching your perspective to focus on the user

All products are made for their users. So, what does a user-centered perspective mean, and what is special about it?

Two taps that have been designed from opposing approaches (source: https://www.flickr.com/photos/phrawr/6655550583/; source: https://www.flickr.com/photos/afoncubierta/3003286245/)

The taps shown in the preceding image represent two different approaches in design. The one on the left is the result of a technology-driven design, whereas the one on the right is the result of a user-centered design.

The first tap has two handles--one controls hot water, and the other controls cold water. The two-handle design is dictated by the pipe technology, which comes with separate pipes for hot and cold water. By adding a handle to each pipe you can control everything you need from a tap. The temperature can be adjusted by opening or closing the hot and cold handles to different degrees. However, once you find the ideal temperature, adjusting the flow of water requires to manipulate both handles in coordination to keep the temperature constant. This may not be convenient in many of the uses of the tap, such as filling a glass or washing your hands.

The second tap design starts instead from the user needs. Users need two different kinds of adjustments while operating a tap, that is, adjusting the water flow and the temperature. These independent needs are mapped to two independent movements of a single handle. Move the handle left or right to adjust the temperature. Move the handle up or down to control the water flow.

This makes it easy to keep the temperature constant as the water flow is adjusted, and even keep the preferred temperature every time you use it.

Starting the process from the user needs' perspective allows us to focus on what is easier for the user, as opposed to what is simpler for the technology. The second tap is easier to use, resulting in a better UX when you are washing your hands.

Shifting the complexity from people to technology makes life easier for your users. The drawback of shifting the complexity to technology is that this often represents more work for those building the product on the technical side. In the preceding example, connecting the second tap with the usual two-pipe technology requires a more elaborate mechanism.

People building a solution must understand the importance of providing a good experience to the users. Instead of understanding technology as a limiting factor, we need to understand technology as the magic that could support the best user experience.

Getting organizations to adopt a user-centered perspective

UX design has become a central part of many companies. From big organizations to small start-ups, many companies have adopted design techniques as part of their daily processes. However, the design process is not well-supported in all organizations.

The Z-89, a computer from 1979, with a monochrome text-based user interface (source: http://www.flickr.com/photos/ajmexico/3281139507/)

During the initial stages of computing, software was written by developers, for developers. The introduction of mobile devices changed this idea radically. In 2010, the global sales of PCs were surpassed by smartphones and tablets. In the following years, the number of mobile users grew fast, and for many people, the mobile device became their main tool to access the digital world, or even their only one--mobile-only internet users accounted for 15% of all internet users globally in 2017, and represented more than 30% of internet users in countries such as Thailand or Malaysia.

People who were not technology savvy entered the digital world in large numbers, thanks to the wide adoption of mobile devices. People who were afraid to put their hands on a computer mouse previously were suddenly sharing pictures with their friends through social networks. This stressed the importance of making intuitive products that are simple and easy to use. If your product is too complex, users will be eager to look for an alternative.

Mobile devices, such as smartphones, tablets, or smart watches, opened a new world of possibilities and restrictions. Users were now capable of interacting with their devices with natural gestures and voice, but at the same time, they had to use a much smaller screen and care about the device's battery life. Compared to the old days of monochrome text-based terminals, the increasing diversity allowed and demanded more creative solutions.

A recreation of the sign in step before the checkout step in an online store, with a convenient option to skip it

Creating positive experiences benefits the user, but ultimately it is also beneficial for the organization that creates such products. There is a commonly known story in the design sector that illustrates this:

An online shop was forcing users to register with them before buying products. They discovered that most of the users who forgot their password never completed the process. Users were able to request a new password through the usual Forgot your password? link, but they never returned. Since this affected users who had already decided to purchase their products, this meant that many sales were lost. The solution was simple: a button to complete the process without registering. Providing such an option was technically easy, and it resulted in sales going up by 300 million dollars. The difficult part in this case was not building the solution, but identifying the needs of the user and picking a solution that met them.