"Most digital platforms don't fail because of bad technology. They fail because they forget who they're building for. Users don't read manuals. They don't give second chances. And they definitely don't stick around when something feels clunky, confusing, or cold. That's the reality every product team and platform builder faces, and it's exactly where user-centred design (UCD) becomes the difference between a platform people return to and one they quietly delete."
"The specialists at Penafel Limited have spent years working with digital experience platforms across different industries. What they've found, again and again, is this: the platforms that retain users and keep them engaged aren't always the ones with the most features. They're the ones that make users feel like the product was built for them. Here are seven principles that actually move the needle."
"Why "we think users want this" is a dangerous phrase Every engagement problem starts the same way: a team makes assumptions about what users need, builds something based on those assumptions, and then wonders why adoption is low. User-centred design flips this. It starts with research - interviews, behavioural data, usability testing - before a single screen is designed. Penafel's team consistently flags this as the most skipped step in digital platform development, and the one that causes the most expensive mistakes later."
"Less thinking, more doing Cognitive load is the mental effort required to use your platform. Every unnecessary decision, every confusing label, every unexplained step adds to that load, and users respond by leaving. Good UCD reduces friction. It uses fa"
Most digital platforms fail due to forgetting the people they serve rather than due to technology. Users do not read manuals, do not offer second chances, and leave when experiences feel clunky, confusing, or cold. User-centred design creates platforms people return to by making users feel the product was built for them. The approach begins with real problems discovered through research such as interviews, behavioural data, and usability testing, avoiding assumptions that lead to expensive mistakes. It also reduces cognitive load by removing unnecessary decisions, confusing labels, and unexplained steps, lowering friction at every stage of use.
Read at London Business News | Londonlovesbusiness.com
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