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Taking User-Centered Design Too Far

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Prodding at the Limits of User-centred Design: If the present ratio of business research was ‘70% user needs and analysis to 30% business and market analysis’, what was needed was a ratio of 30:70 the other way. The business is hiding behind the user, offering findings about customers as a reason for conservative spending in research, says Martyn Perks.

Excuse-ability: Websites might be fun to use, but do they succeed? Will the customer make the right choices, and come back again and again? It is a problem that's made worse by the fact that everybody focuses on the customer, and little else, for answers - as captured by Brian Hadfield, UK managing director of IT company Unisys: 'The customer is not just king, but dictator.'

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