Edition #8 - Why User-Centric Design is Essential for Product Success

After ensuring a product is safe, durable, and manufacturable, there’s another critical risk to manage: how well the product actually works for the people using it. Poor user-centric design might not cause harm, but it can lead to:

Negative reviews: Users who struggle with a product may take to social media or other sites to share their frustrations, harming your brand's reputation.

• Product returns: A frustrating user experience often leads to higher return rates in certain markets, which can directly impact your bottom line and damage brand loyalty.
• Increased support costs: If users cannot figure out how to use the product correctly, it can result in a higher volume of customer support inquiries, diverting valuable resources.
• Lost sales potential: When a product is difficult to use, even if it’s priced well, potential customers may opt for a competitor’s product that offers a more intuitive experience.

These risks are just as damaging to a product’s success.

What is good user-centric design?
Have you ever picked up a hammer and instantly realised that every hammer you’ve used before was subpar? Consumers don’t always know how to describe what they want, but when they experience a product that simply works better, it’s unforgettable. Once you’ve used a well-balanced hammer, you never want to go back to one that isn’t.
It’s remarkable how many products could be substantially improved simply by repositioning the centre of mass or by adding handles or grips that allow the user to hold the product in alignment with its centre of mass. By addressing this one small detail, you can create a product that’s actually heavier than your competitor’s, yet feels lighter and more comfortable to use. This can have good cost and durability advantages also. The same goes for general comfort. While square edges and straight lines may be aesthetically pleasing, they can make the product uncomfortable to hold and use.

Another often-overlooked consideration is the design of parts that users regularly attach or remove. It should be intuitive to fit them correctly the first time, without needing to figure out which side or orientation is right.
The best way to understand these subtle but impactful details is to ensure that people within your business are regular users of the product themselves. They should be familiar with a range of competitors’ products and actively use your own products. While observing other users can also provide valuable insights, surveys and questionnaires are often less useful. People may know they like or dislike something but struggle to explain why. Users don’t know what they don’t know. If they’ve never experienced a particular feature, they won’t be able to tell you that they want it.
The first step in user-centric design is defining your customer in detail, which should be a core part of your design brief. The second is mapping out the handling and use scenarios to understand how your product will be interacted with in real life.

Defining the Customer
Products are often designed for the 50th percentile user, but the real risk lies in how well your product works for users at both ends of the spectrum. Depending on your market, the average user may vary significantly. For example, if your product is optimised for the 50th percentile user, people between the 20th and 80th percentile might still use it comfortably, but with some compromises in ease or comfort. At the extremes of the bell curve, however, use might become unsafe or the product might be more prone to damage.
This variability needs to be captured by your team in the product’s risk assessment. They will need to consider how to mitigate risks for outliers, whether through design adjustments or by making it very clear that the product is not suitable for certain users. Often, the best option is to ensure that those outside your defined user range cannot physically use the product.

Defining Handling and Use Scenarios
Having people in your business regularly use both your own and competitors’ products will help define realistic use scenarios. This will include how they handle, transport and store the product when they are not using it. However, it’s important to recognise that use scenarios can vary significantly by market. Understanding these variations is part of understanding user expectations.
For example, a product in the USA that lacks multiple cup holders can frustrate American consumers. The same product in many European countries might be seen as cluttered or unattractive if it does include multiple cup holders. In parts of Europe where homes are smaller and storage is limited, products may need to fold away for compact storage, whereas in other markets, that same product might never be folded at all.
Unfortunately, some businesses either skip usability testing or allocate insufficient resources to the process, viewing it as an unnecessary expense or a step that can be taken later in development. This is a risky mindset. While it may seem like a shortcut, skipping usability testing can have consequences that outweigh the initial savings.

Maintenance and Lifecycle Risks
When designing a product, it’s easy to just focus on the immediate user experience, the product's appeal, ease of use, and functionality at the point of purchase. However, one of the most overlooked areas in product risk management is how a product performs over time, especially in terms of maintenance, cleaning, and part replacement. A product that starts off user-friendly can quickly become a source of frustration if it's difficult to maintain or doesn't stand up to the wear and tear of regular use. This can lead to premature abandonment, negative reviews, and even increased customer support costs. All of which carry significant risks for a product's long-term success.
Some key aspects your development teams need to consider include:

• Ease of cleaning: Products that collect dust, grime, or food particles (such as kitchen appliances, fitness equipment, or baby products) need to be easy to clean. Complicated nooks and crannies or hard-to-remove parts should be avoided.
• Accessible replacement parts: If the product’s parts wear out over time, ensuring that replacements are easy to obtain and simple to install is crucial. Making it hard for users to replace a battery, filter, or a worn-out part can lead to dissatisfaction and, ultimately, the product being abandoned.
• Clear maintenance guidelines: Include clear instructions on how to clean, care for, and replace parts. Providing users with an easy-to-follow maintenance plan can enhance the longevity of the product and reduce frustration.

User-centric design is an essential yet often overlooked aspect of product development. While safety, durability, and manufacturability are top priorities, the user experience over time can make or break a product. Whether it's the ease of use, maintenance, or ensuring a seamless first-time experience, a product that works well for the user will see greater customer satisfaction, fewer returns, and better long-term success. Good design is about creating products that fit into users' lives in an intuitive and lasting way. By considering all aspects of usability, from initial interactions to long-term maintenance, you mitigate risks that could lead to costly redesigns, lost revenue, or even reputation damage.