USER-CENTRIC

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User-centric is a term that, as its name suggests, places the user at the centre of the development of a product, project or business. The term originates from the world of technology. There, the computer and associated software was tasked with developing products that enhanced the user experience. This was a fundamental criterion for the development of technologies that we consider today as fundamental tools (e.g. mobile phones).

The practice, however, is not exclusive to the world of app and product design. Conceptually, it is too, a guide for business projects that focus on customer benefit. Instead, create offers that do not satisfy, tie you to a service, frustrate or otherwise inconvenience you.

CHALLENGES

The real challenge is in develop ideas in a way that is user-centric and at the same time beneficial to the company in question, finding a balance. The second major challenge is knowing how to define the audience for a product. Thus, it will be possible to focus on the design and business model on the different key users who will later become ambassadors of the product.

To achieve this, there are tools such as the creation of archetypes. In this way, different types of users and their needs can be segmented, and the "user" or "customer journey's" in which they will be analyses all user interaction with the product or service. Put yourself in the role of the user by giving a name to the user, think "I, Luis, benefit from this product as I am able to ____". Create a map of all Luis' interactions with the product over time, assessing whether they are positive or negative. Intending to improve the negative ones.

Do research on users like Luis and the needs they have in relation to the product and how it could improve their daily lives. User research is key to gaining a thorough understanding of their needs, wants and frustrations in relation to the product or service offered. This is achieved through methods such as interviews, surveys, observations and data analysis.

In addition, it is important to conduct tests and prototypes with real users to obtain direct feedback and validate the proposed ideas and solutions. This allows the product or service to be adjusted and improved before its launch. Another effective strategy is co-creation with users, involving them in the development process and taking their input and opinions into account. This generates a sense of ownership and empowerment, as well as ensuring that the final product actually meets their expectations.

In a nutshell, adopting a user-centric approach means putting the user at the centre of all decisions and actions related to the development and improvement of the product or service. This ensures greater customer satisfaction, loyalty and long-term business success.

Here are some practical examples of how to apply the user-centric approach in different industries:

1. Development of a mobile application: Before designing and developing an application, extensive research is carried out on the target users. Interviews and usability tests are conducted to understand their needs and preferences. The design of the app is based on the research findings, prioritising ease of use, intuitive navigation and features that provide the most value for users.
2. Design of an e-commerce website: User behaviour and preferences in relation to online shopping are analysed. Usability tests are conducted to identify potential obstacles and improve the shopping experience. Features such as personalisation of product recommendations, simplified checkout and customer reviews are implemented to ensure that the website is user-friendly and meets the needs of users.
3. Improving customer service: Customer feedback is collected through surveys and social media to understand their experiences and challenges when interacting with customer service. Improvements are made to staff training, response times and accessibility through channels such as live chat or email support. The aim is to provide efficient and personalised support that resolves user issues quickly and satisfactorily.
4. Design of a physical product: Concept tests and prototypes are carried out with real users to assess the usability, ergonomics and functionality of the product. Feedback is gathered on aspects such as design, materials used and desirable features. The product is adjusted based on user feedback to ensure that it meets their needs and expectations.
5. Development of a home delivery service: Research is conducted on users' preferences and challenges in receiving products at home. Expectations for timeliness, delivery security and customer communication are analysed. Improvements in logistics, real-time communication on delivery status and problem resolution are implemented to provide a satisfactory and reliable delivery experience.

These are just a few examples of how the user-centric approach can be applied in different contexts to create products and services that satisfy the needs and desires of users, thus generating a competitive advantage and greater value for the company.

CHATGPT CAN HELP YOU TO HAVE A USER CENTRIC APPROACH IN THE FOLLOWING WAYS:

1. Idea generation: You can use ChatGPT to generate ideas on how to improve the user experience of your product or service. You can ask questions such as "How can I make my product easier for users to use?" or "What features could add value to my service from the user's perspective? The model can provide different perspectives and suggestions to help you think in a more user-centred way.
2. Data analysis: If you have user data, you can use ChatGPT to analyse it and gain useful insights into behaviour patterns, preferences or challenges faced by users. You can ask questions such as "What trends can you identify in my application usage data?" or "What are the main barriers users face when using my service? The model can help you uncover insights and opportunities based on the data collected.
3. Usability testing: You can simulate usability testing with ChatGPT by asking questions related to the use of your product or service. You can ask the model to act as a user and describe their experience or give you feedback on specific aspects. For example, you can ask "What do you think of the navigation on my website?" or "What would you improve in the checkout process of my app?". The model can provide valuable insights and point out possible areas for improvement.
4. User-centred content generation: If you are creating content, such as marketing messages or support materials, you can use ChatGPT to get ideas and suggestions on how to communicate effectively with users. You can ask questions such as "What kind of message would resonate best with my target audience" or "How can I best explain the benefits of my product to users? The model can offer different approaches and keywords to help you create more relevant and persuasive content.

Remember that while the ChatGPT can provide useful ideas and suggestions, it is important to validate and contextualise the information generated by the model with your own knowledge and experience. The user-centric approach must be backed by a thorough understanding of your audience and active research with real users.