What is Value Centered Design?
What is Value Centered Design? 💢
Courtesy of @arunpattnaik
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In the user experience community, we’re valiantly fighting against the infection of chooser-centered design, and the antidote we prescribe is user involvement 💉
While personas and journey mappings are undoubtedly useful, they fail in telling us why we’re doing these things.
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More importantly, those artifacts and deliverables don’t provide specific guidance to the designers of a website — even if that website features dynamic, personalized content 😬
Value-centered design looks at a website not as a single entity, but as an integrated system of touchpoints.
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Each of these touchpoints represents an interaction between your client’s organization and the public.
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Therefore, each one should provide something of value 🧐
What if instead of elevating and analyzing users, we put them at the same level as the business, its product, and the pertinent strategic partners?
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What if we stated unequivocally that providing value is paramount to providing experiences that matter?
Value-centered design starts a story about an ideal interaction between an individual and an organization and the benefits each realizes from that interaction 💯
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How that story ends is still being decided with every new project we pursue.
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I hope that VCD will spark the first chapter in some great success stories about using a balanced approach to create lasting, sustainable value for businesses and the individuals they work with ☺
You must know User Centered Design and Business Driven Design
Value Centered Design is somwhere in between.
Definition
The offering and delivery method create a solution that drives return on investment for the business, and return on experience for the individual.
It’s the intersection of
- Business Goals and Context
- Individual Goals and Context
- The Offering (While it sounds like the title of a low-budget horror flick, “offering” is general enough for a wide variety of situations. For a particular project, this might be a product offering, service offering, or content offering)
- Delivery (How do we get it from the business to the individual?)
The sandwich
Why is it important
- Helps companies understand the importance of including user needs while developing their business goals.
- Helps business decision makers align with Designers in a User Centered Design process.
- Helps business decision makers align with their customers’ goals and needs.
As UX professionals, we would need to shift our focus from being primarily advocates for the user, to being primarily advocates for value.
Bonus — tools that may be useful:
Webflow — all-in-one web design tool that allows users to design, build, and launch responsive websites visually.
Brand24 — is an award-winning app that helps you track & engage people talking about your company.
Caylent — provides custom DevOps solutions for companies at every stage, allowing your team to focus on revenue-generating features instead of infrastructure.
Crello — the simplest online image editor. A simple but powerful tool to create awesome designs for any social media format — posts, covers, graphics, and posters using the best software on the web. It’s easy! A lot of animated designs.
The Futur — is an online education platform loaded with content, courses, and tools to help you build better design skills and better creative businesses.
Namecheap — is a well-known domain registry and budget web hosting services.
BitMex — is a peer-to-peer cryptocurrency exchange offering contracts with credit support.
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