The talk that impressed me the most on the first day of the World Usability Congress was “Why we do what we do – Loving the User” by Joe Lanzisero. It emphasized a fundamental concept in design—Human-Centered Design—and how this approach can transform not just products but the experiences users have with them. The core idea was that design must focus on people and their unique needs. This human-centric focus allows products and services to become deeply meaningful by addressing not just functional but emotional needs as well. The session explored the importance of treating users as “guests”, creating human touchpoints, and employing universal design principles.
Understanding Human-Centered Design
Human-Centered Design (HCD) is all about making systems more usable by focusing on the human experience. According to the International Organization for Standardization (ISO), HCD aims to create designs that are practical, user-friendly, and tailored to human needs. It is described as a holistic approach where human factors, ergonomics, and usability knowledge are applied to ensure that systems meet the needs of the users. Hannes Robier, in his passionate statement, explained that HCD is not about tools or technology. Rather, it is about understanding and caring for the human at the center of the design. His words are a call to designers: “If you don’t love humans, you should not work in UX.” This deep empathy for users drives meaningful experiences, making designs feel as personal and fitting as a comfortable glove or a well-tailored suit. Walt Disney was a perfect example of this mindset. When confronted with concerns over vandalism of the Main Street Vehicles, he disregarded fear and focused on creating beautiful things to inspire the best in people. Walt’s approach was to bring out the good in people, a perspective that resonates with HCD: Designing with care for the user’s humanity fosters positive connections.
Human-Centered Design: Treating Users as “Guests”
A significant shift within the talk was moving away from calling users customers to calling them guests. The term customer often implies a transactional relationship, while guest conveys a more personal, interactional bond. Treating users as guests invites designers to think about creating memorable experiences rather than just solving problems. In the context of Walt Disney, this shift was evident in his philosophy of exceeding expectations. He believed that by making guests feel special and respected, designers could forge lasting emotional connections. Disney’s focus on storytelling, which connected emotionally with audiences, proved the power of treating people with care and attention.
Universal Design: Addressing All Users
Human-Centered Design is not just about meeting basic user needs, but addressing the diverse spectrum of user abilities. Users come from different age groups, backgrounds, and possess varying cognitive and physical skills. Universal Design, a concept first coined by architect Ronald L. Mace, advocates for creating products that are usable and accessible to all people, regardless of age or ability. A product designed with the very young and the elderly in mind often works well for everyone. By considering all user groups, designers can ensure that the final product meets the needs of a broad audience. Universal Design is not about creating a one-size-fits-all product, but about making designs flexible, intuitive, and accessible. This is evident in the work done by companies like OXO, which uses everyday objects (like gloves) as reminders to always consider the needs of every potential user.
Finding Human Touchpoints to Create Deep Connections
To create memorable user experiences, designers must focus on the human touchpoints—moments in the user journey where emotional connections can be made. These are the points where users see themselves reflected in the experience. Emotional connections transform interactions into experiences, a key principle emphasized by Hannes Robier: “Only when we connect emotions with an event, does it become an experience.” Case studies from companies like Disney (with their Mystic Manor ride), Jennair (luxury appliances), and Kvaroy (sustainably farmed salmon) demonstrated how experiences become memorable when users can emotionally connect with the product or service. These brands are not just selling products—they are creating experiences that resonate on a human level. For example, Disney’s rides are designed to tell a story, allowing users to immerse themselves fully in a narrative. Similarly, the experience of using Jennair appliances is about much more than functionality—it’s about crafting moments of luxury and pleasure, connecting users emotionally to their home environment.
Conclusion: Human-Centered Design as the Foundation for Meaningful User Experiences
The talk emphasized that Human-Centered Design is not merely about creating usable systems, but about deeply caring for the user—treating them as guests rather than customers. This holistic approach urges designers to consider the full spectrum of human needs, from physical to emotional, ensuring that products and services do more than serve functional purposes—they create meaningful experiences. This perspective has significantly influenced my research, especially in applying Human-Centered Design principles to adaptive systems. Drawing inspiration from Walt Disney and Steve Jobs, who both understood the importance of the human touch in design, my focus is to center users as guests, considering their emotional and physical experiences when creating interfaces. This insight has been a vital impulse for my ongoing research into designing human-centered, adaptive interfaces, ensuring that users‘ emotional and physical needs are always prioritized. Key takeaways from this talk include the importance of treating users as guests to build lasting emotional connections, understanding human needs and emotions in design, embracing Universal Design for accessibility, and recognizing that emotional connections are essential for creating memorable, impactful user experiences.
Links
https://worldusabilitycongress.com
https://www.lanziserocreative.com
https://www.interaction-design.org/literature/topics/human-centered-design?srsltid=AfmBOormWukeNlit0K1vgzM7dAB00sdG8pz5vqyHdprkN_FsDguLgdff
