The User Centric Design Trap

The User Centric Design Trap
By Bryan Eisenberg
User-centric design's (UCD's) aim is to enhance and improve the user's experience with software or a product. This principle has benefits, but can it translate seamlessly to the commercial Web design process? Do UCD principles result in a customer-centric Web site that satisfies the diverse needs of potentially millions of visitors?

UCD complements the process of designing and optimizing a site for conversion, but it was never conceived to address the intricacies of building a persuasive system.

For sound examples of user-centric design, stroll through the writing instrument aisle at an office supply store. There's an impressive array of dozens, even hundreds, of different pens, many of which sport designs and features that are the result of years of UCD processes and research. Gel ink for a smooth, fluid writing experience; ballpoints; felt tips; soft handles to ease fatigue; and more. The inventory is a prime example of UCD evolution.

UCD principles abound in the tech world. Designers at companies such as Apple and IBM religiously adhere to company manifestos on the subject.

Placing the customer at the center of the product and design process and improving the total experience aren't just noble goals. They can increase return on investment (ROI) and grow the bottom line.

So why wouldn't reta