User centred design

Identifying users' behaviours, needs and motivations using observational research methods.

Ensuring the delivery of high-quality interactions and experiences that meet customer expectations across all touchpoints and channels.

Driving accessibility and inclusion in services and products.

Understanding the context of use for systems, products and services and specifying user experience requirements and design goals.

Producing design concepts and prototypes for user interactions and experiences of a product, system or service.

Validating systems, products or services against user experience goals, metrics and targets.