Product Design

User-Centered Design

Designing with a focus on the needs of users in each phase of the process.
142 Cohorts
4 Active this week
16 Resources
Individually selected
Flexible Schedule
Invest 20 minutes a day
This track explores the mindset and skills needed for effectively placing users and their needs at the center of the design process. You will acquire the methods and techniques to give focused attention to usability goals, user characteristics, environment, tasks and the workflow of a product/service/process at each stage of the design lifecycle. More importantly, you will learn to remove biases from the design flow - identifying real-world problems to be addressed before envisioning, planning, and testing design solutions on the very individuals to whom the problem to be solved is afflicting. The involvement of users throughout the design process ensures the creation of highly usable and accessible products for them.

Target Audience

User Experience (UX) professionals, Product Owners, Product Marketing Specialists, Entrepreneurs, Front-End Developers, and anyone working on the usability of products (be them new, existing or being updated) or wanting more experience in the design mindset.

Domains in this track

User Experience (UX)

UX is how your customers interact with your product. In the case of digital products (apps, websites), how the interactions between the app and the user are happening, how many steps a user has to take to get something done, how easy or difficult it is to find something or navigate somewhere in the app. All these crucial anecdotes are built and improved on in UX. As a PM, you need to put yourself in the customer’s shoes, and figure out if you find any difficulties using the product.

Related Resources Show Summaries


Teams build prototypes of varying degrees of fidelity to capture design concepts and test on users. With prototypes, you can refine and validate your designs so your brand can release the right products.

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User Interface Design (UI)

User interface is the the actual interface (with buttons, colors, sliders, etc.) with which the user interacts while using your product. This is easily confused with UX. In UX, we decide interactions, such as if it should be an animation on the same page, or if it should be a new page in itself. Once the decisions on UX have been made, the UI team adds the actual interfaces, i.e., the actual colors, the actual animations, buttons, sliders and text boxes with which the user is going to interact.

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Information Design

Information design can be used for broad audiences (such as signs in airports) or specific audiences (such as personalized telephone bills). In this sense, information design is intricately linked to the audience it is aimed at. To the recipient, it explains facts of the universe and leads to knowledge and informed action - and thus selling organizations also use it in an effort to improve a user's trust of a product. The broad applications of information design along with its close connections to other fields of design and communication practices have created some overlap in the definitions of communication design, data visualization, and information architecture.

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Graphic Design

Graphic designers create and combine symbols, images and text to form visual representations of ideas and messages. They use typography, visual arts, and page layout techniques to create visual compositions. Common applications of graphic design include corporate design (logos and branding), editorial design (magazines, newspapers and books), wayfinding or environmental design, advertising, web design, communication design, product packaging, and signage.

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Gamification involves the application of game-design elements and game principles (e.g. point scoring, competition with others, rules of play) to non-game contexts. It can also be defined as a set of activities and processes to solve problems by using or applying the characteristics of game elements. Gamification commonly employs game design elements to improve user engagement, organizational productivity, flow, learning, crowdsourcing, knowledge retention, employee recruitment and evaluation, ease of use, usefulness of systems, physical exercise, traffic violations, voter apathy, and more. It is often used as an online marketing technique to encourage engagement with a product or service.


Inclusive Design

Inclusive design is a design process in which a product, service, or environment is designed to be usable for as many people as possible, particularly groups who are traditionally excluded from being able to use an interface or navigate an environment. Its focus is on fulfilling as many user needs as possible, not just as many users as possible. Historically, inclusive design has been linked to designing for people with physical disabilities, and accessibility is one of the key outcomes of inclusive design. However, rather than focusing on designing for disabilities, inclusive design is a methodology that considers many aspects of human diversity that could affect a person's ability to use a product, service, or environment, such as ability, language, culture, gender, and age.

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