Designing with users at the core is the compass that guides every meaningful product. "user-centered design as the key to everything else falling into place" is a principle that has resonated deeply throughout my career as a product designer. It's the belief that if we start by truly understanding the needs, behaviors, and preferences of the people who use our products, everything else will naturally align—from business success to positive brand perception. Let's explore how we can translate this idea into our design process.

Understanding "User-first product design"

User-first product design means to prioritize their experience above all else. It's about creating products that solve real problems, are easy to use, and enrich people's lives. When we place our users at the heart of every decision, we cultivate loyalty and satisfaction, and ultimately, everything else—growth, profitability, recognition—follows naturally.

The Role of Empathy and Research

The starting point of user-centered design is empathy. Understanding the user's context, needs, frustrations, and desires is the key to designing solutions that resonate. This is where user research comes in—whether through interviews, surveys, or usability tests, it's essential to gather insights directly from users. This research serves as the foundation for every design decision, ensuring that we address the right problems.

Creating empathy maps and user personas helps to visualize these insights, guiding the team to always consider the human behind the screen. By taking this approach, we can design in a way that aligns with what people truly need, rather than what we think they might want.

Balancing User Needs and Business Goals

As designers, we are often hired by companies to apply our user-centered expertise. Yet, while some businesses are truly driven by user needs, the reality is that most are primarily focused on achieving their own business-oriented goals. This creates a unique challenge: how do we stay true to user-centered design principles when tasked with objectives that may not always align with user-first thinking?

How do we stay true to user-centered design principles when tasked with objectives that may not always align with user-first thinking?

This was the case in my work with UniCredit. My role was to create in-app commercials designed to promote the bank's products. On the surface, the task seemed heavily business-driven, yet I approached it through the lens of user-centered design.

I made it a priority to put the user first by delving into how we could genuinely understand their needs and provide meaningful benefits. I developed human-centric guidelines for commercial engagement, ensuring that every interaction was meaningful for the user. These guidelines focused on:

1. Understanding User Needs: Through research and interviews, I identified pain points and preferences, such as users’ need for clear, relevant financial guidance.
2. Creating Value-Driven Interactions: Instead of intrusive promotions, we designed commercials that offered helpful tips or personalized product recommendations, adding value to the user’s financial journey.
3. Iterative Testing: Prototypes were tested with real users to ensure that the commercials enhanced—not disrupted—the user experience.

The guidelines weren’t just theoretical; they were embedded into the new designs I presented, ensuring that the user experience remained at the forefront. For example, when promoting financial products, we prioritized clarity and empathy. Users were presented with concise, personalized offers accompanied by educational content to help them make informed decisions.

As I applied these guidelines to the designs of the new version of commercial engagement, the guidelines and designs were shared together with the central and local business units of the bank, serving as guiding principles for future commercial engagement features.

This approach not only put the user first but also served the business with a longer term vision. By focusing on the user experience, we were able to meet the bank’s business objectives—improving engagement and conversions—without compromising user satisfaction.

You can read more about this project here.

Iterative, User-Centered Design

A user-focused approach is inherently iterative. It means building prototypes, testing them with users, gathering feedback, and refining. It's a cycle of listening and improving that continues throughout the life of the product. Involving users at every stage ensures that our solutions evolve based on real-world insights, not assumptions.

One of the most rewarding aspects of my work is incorporating user feedback into the process. Whether it's validating early ideas or testing fully functional prototypes, these insights drive us to create products that are intuitive and meaningful.

Designing for Simplicity and Intuition

Users often struggle with products that are unnecessarily complex. By simplifying complexity, we reduce friction and create a more enjoyable experience. This might mean eliminating features that don't add value or streamlining user journeys so they can achieve their goals effortlessly. Simplicity isn't about removing functionality; it's about ensuring that every element serves a purpose and makes the user's life easier.

Designing for intuition means considering natural user behaviors and expectations. When we design interfaces that align with these natural patterns, we create experiences that require less effort and feel almost invisible to the user—they just work.

Being a User Advocate

Focusing on the user isn't limited to the design phase—it extends to every aspect of product development. In team meetings and discussions, I consider it my responsibility to advocate for the user. Sometimes, it means challenging a decision that might compromise the user-centered design, even if it benefits other business areas. It's about finding solutions that work for everyone without sacrificing the quality of the user journey.

Measuring Success Through User Experience

Success is measured by how well the product serves the user. Metrics like Net Promoter Score (NPS), task success rates, and usability scores provide insights into how users are interacting with our designs and whether we're meeting their needs. This data informs how we iterate and improve, making sure that our focus remains on creating positive user-centered designs.

Long-Term Relationships with Users

User-centered design doesn't end with delivering a feature or product; it's about nurturing a long-term relationship with users. From onboarding to everyday use, and even in customer support, every interaction matters. Building trust through consistent, delightful experiences keeps users coming back and builds a loyal user base.

How Companies Can Benefit

Companies stand to gain significantly from integrating user-centered design into business-focused projects. When users feel understood and valued, they are more likely to engage, return, and recommend your products or services. For organizations, this translates into long-term loyalty, better performance metrics, and enhanced brand reputation.

However, this requires a shift in perspective. Businesses must view user-centered design as a strategic investment, not just a "nice-to-have." Designers, in turn, must navigate the balance between business objectives and user advocacy, crafting solutions that deliver value to both sides.

Designing for Users: A Continuous Journey

By embracing empathy, research, and iteration, we can weave user-centered principles into even the most business-oriented projects. The result is products and experiences that not only achieve business goals but also enrich people’s lives—a win-win for everyone involved.

As designers, it’s our responsibility to champion the user at every stage of the process, proving that user-centered design is not only ethical but also practical and profitable. My experience at UniCredit stands as a testament to how businesses can successfully integrate user-centered design into their strategies, creating a positive impact for both users and the organization.

By starting with the user, we set the foundation for everything else to fall into place. Whether working on a product, a service, or a commercial stream, user-first design has the power to transform not just outcomes, but experiences, creating value that lasts.