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User Centered Design

What is User Centered Design (UCD) in banking and Fintech?

The definition of User Centered Design (UCD) or Human Centered Design (HCD) is: a methodology of creating products or services that provide solutions based on the human or user perspective in a problem-solving process. The term, "user centered design" was first introduced by Donald A. Norman in his 1986 book, User Centered System Design: New Perspectives on Human-computer Interaction.


The User Centered Design process in banking consists of:


  1. defining the full user context (e.g., user psychology, user behavior, pain points, user flow of using service or product, interactions) 
  2. identifying the requirements 
  3. designing a solution 
  4. testing the results

User expectations are defined in the first stage of the design and became the core of an engineering and validation solution.

User Centered Design in banking, sometimes called Customer Centered Design, is focused on researching and empathizing with banking users to architect financial services that provide for them a delightful user experience. The best service design agencies to hire for such a job are UX design agencies, and especially UXDA, which is the first financial UX design agency of its kind.

User Centered Design methodology includes: 

  • user personas 
  • user scenarios
  • use cases, etc.


The main UCD principles in banking and Fintech:


  1. The design is defined by a deep knowledge of users and their context;
  2. Users participate in design engineering and development;
  3. The design is tested and proved on users;
  4. The design process is iterative;
  5. The solution design provides a holistic user experience;
  6. The UCD team has multidisciplinary experience and knowledge.

The award-winning UXDA design agency has successfully integrated all of these principles into Financial UX Design Methodology to architect world-class digital financial services.


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