User Centered Design

Basing design decisions on user needs and business goals

Mental model

Capture user behaviour, motivations, pain points, and needs from contextual inquires. Group those findings into logical pillars. Map out product features for each pillar to identify gaps, opportunities, and avoid unnecessary features.

Goals and Task Analysis

Identify user’s thought process and desired reactions towards each task flow segment.

Red route analysis

Prioritize user experience for the most common tasks. Tasks used by a few people and without too much frequency, can be harder for user to access so that tasks used frequently by most people can be easily accomplished. Present your tasks in a poll and ask users to select their top features. Let them prioritise the tasks for you.


Visually illustrate scenarios with storyboards. The storyboard should show the context, the problem, the user’s pains / motivations, and how the problem will be solved. I use tools like Bitstrips to quickly create these storyboards.


Visually communicate abstract concepts with users and team members to generate feedback. I use tools like Balsamiq to quickly sketch the functional experience.

Rapid Prototyping

Get users involved early in the design process with quick and inexpensive paper prototypes. Uncover usability issues and validate design decisions based on actual user reactions.

High Fidelity Mockups

Apply product branding,  typography,  grid structure, color scheme, icons and design patterns.

High Fidelity prototypes

Quickly develop interactive prototypes with tools like JustInMind or InVision. This lets the team easily distribute and observe exactly how well the product will be received before the product gets built.

Check a live prototype in action.