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text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-no-text menu-dropdown menu-dropdown-1 menu-type-no_text"><ul class="menu gap-4 menu-level-2"><li class="menu-item menu-item--view-mode--card-link"><div class="card-promo flex gap-1 px-2 py-1 md:p-3 rounded-3xl items-center justify-between md:w-[404px] bg-primary-bass_black ut-bg-dark mb-2 last:mb-0"><div><p class="text-base md:text-xl font-bold">Pulse Report: Retail, Q4 2024</p><p class="mt-1 text-primary-adagio_gray"><div>Get your finger on the pulse of consumer trends</div></p> <a aria-label="Pulse Report: Retail, Q4 2024" class="link link-primary" href="/resources/pulse-reports" ><div>Get the report</div> </a></div><div><div><article class="media media--type-acquia-dam-image-asset media--view-mode-width-120px"><div> <picture> <source srcset="https://usertesting.widen.net/content/ypq8xbcxus/webp/IMAGE-mega-menu-pulse-retail-120x120.png?w=120&itok=GzOi8Jxu 1x, https://usertesting.widen.net/content/ypq8xbcxus/webp/IMAGE-mega-menu-pulse-retail-120x120.png?w=240&itok=1Gh092Es 2x" media="(min-width: 1024px)" width="120" height="120"/> <source srcset="https://usertesting.widen.net/content/ypq8xbcxus/webp/IMAGE-mega-menu-pulse-retail-120x120.png?w=88&itok=u3Q3RdTa 1x, https://usertesting.widen.net/content/ypq8xbcxus/webp/IMAGE-mega-menu-pulse-retail-120x120.png?w=176&itok=SML3ESL7 2x" media="(min-width: 360px)" width="88" height="88"/> <img loading="eager" src="https://usertesting.widen.net/content/ypq8xbcxus/webp/IMAGE-mega-menu-pulse-retail-120x120.png?w=120&itok=GzOi8Jxu" width="120" height="120" alt="Images for Pulse Reports for use in the mega menu tiles only" /> </picture></div> </article></div></div></div></li><li class="menu-item menu-item--view-mode--card-link"><div class="card-promo flex gap-1 px-2 py-1 md:p-3 rounded-3xl items-center justify-between md:w-[404px] bg-primary-bass_black ut-bg-dark mb-2 last:mb-0"><div><p class="text-base md:text-xl font-bold">Top rated by TrustRadius Best of 2024 Award</p><p class="mt-1 text-primary-adagio_gray"><div>Learn how our end-to-end solution can help you and your team</div></p> <a aria-label="Top rated by TrustRadius Best of 2024 Award" class="link link-primary" href="/start-here-form" ><div>Get started</div> </a></div><div><div><article class="media media--type-acquia-dam-image-asset media--view-mode-width-120px"><div> <picture> <source srcset="https://usertesting.widen.net/content/eletjsirab/webp/LOGO-award-2024-TrustRadius-Top-Rated.png?itok=0olCR_kF 1x, https://usertesting.widen.net/content/eletjsirab/webp/LOGO-award-2024-TrustRadius-Top-Rated.png?itok=fMs7FNfX 2x" media="(min-width: 1024px)" width="120" height="138"/> <source srcset="https://usertesting.widen.net/content/eletjsirab/webp/LOGO-award-2024-TrustRadius-Top-Rated.png?itok=CxOK7pvs 1x, https://usertesting.widen.net/content/eletjsirab/webp/LOGO-award-2024-TrustRadius-Top-Rated.png?itok=7IfeeTIZ 2x" media="(min-width: 360px)" width="88" height="101"/> <img loading="eager" src="https://usertesting.widen.net/content/eletjsirab/webp/LOGO-award-2024-TrustRadius-Top-Rated.png?itok=0olCR_kF" width="120" height="138" alt="TrustRadius - Top Rated 2024" /> </picture></div> </article></div></div></div></li></ul></div></li><li class="menu-item menu-item--view-mode--divider"> <span data-text="Divider">Divider</span><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-divider menu-dropdown menu-dropdown-1 menu-type-divider"></div></li><li class="menu-item menu-item--expanded menu-item--view-mode--columns"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Links">Links</span> <button aria-label="Expand menu Links" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-columns menu-dropdown menu-dropdown-1 menu-type-columns"><ul class="menu gap-4 menu-level-2"><li class="menu-item menu-item--expanded menu-item--view-mode--eyebrow"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Teams">Teams</span> <button aria-label="Expand menu Teams" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-eyebrow menu-dropdown menu-dropdown-2 menu-type-eyebrow"><ul class="menu gap-4 menu-level-3"><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/teams/product-design" data-text="UX design teams" data-drupal-link-system-path="node/901">UX design teams</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--no-text"> <a href="/solutions/teams/digital-product" data-text="Digital product teams" data-drupal-link-system-path="node/881">Digital product teams</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-no-text menu-dropdown menu-dropdown-3 menu-type-no_text"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/teams/marketing" data-text="Marketing teams" data-drupal-link-system-path="node/896">Marketing teams</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/teams/executives" data-text="Executives" data-drupal-link-system-path="node/891">Executives</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--no-text"> <a href="/solutions/teams/UX-teams" data-text="UX research teams" data-drupal-link-system-path="node/916">UX research teams</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-no-text menu-dropdown menu-dropdown-3 menu-type-no_text"></div></li></ul></div></li><li class="menu-item menu-item--expanded menu-item--view-mode--eyebrow"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Company size">Company size</span> <button aria-label="Expand menu Company size" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-eyebrow menu-dropdown menu-dropdown-2 menu-type-eyebrow"><ul class="menu gap-4 menu-level-3"><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/company-size/startups" data-text="Startup" data-drupal-link-system-path="node/956">Startup</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/company-size/small-businesses" data-text="Small business" data-drupal-link-system-path="node/951">Small business</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/company-size/mid-market" data-text="Mid-market" data-drupal-link-system-path="node/946">Mid-market</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/company-size/enterprise" data-text="Enterprise" data-drupal-link-system-path="node/941">Enterprise</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li></ul></div></li><li class="menu-item menu-item--expanded menu-item--view-mode--eyebrow"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Industries">Industries</span> <button aria-label="Expand menu Industries" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-eyebrow menu-dropdown menu-dropdown-2 menu-type-eyebrow"><ul class="menu gap-4 menu-level-3"><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/automotive" data-text="Automotive" data-drupal-link-system-path="node/971">Automotive</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/B2B" data-text="B2B" data-drupal-link-system-path="node/2531">B2B</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/consumer-technology" data-text="Consumer technology" data-drupal-link-system-path="node/976">Consumer technology</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/ecommerce" data-text="eCommerce" data-drupal-link-system-path="node/981">eCommerce</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/financial-services" data-text="Financial services" data-drupal-link-system-path="node/986">Financial services</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/gaming-gambling" data-text="Gaming & gambling" data-drupal-link-system-path="node/991">Gaming & gambling</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/healthcare" data-text="Healthcare tech" data-drupal-link-system-path="node/996">Healthcare tech</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/hospitals-and-healthcare-systems" data-text="Healthcare systems" data-drupal-link-system-path="node/2536">Healthcare systems</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/media-entertainment" data-text="Media & entertainment" data-drupal-link-system-path="node/1061">Media & entertainment</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/pharmaceutical" data-text="Pharmaceutical" data-drupal-link-system-path="node/2526">Pharmaceutical</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/solutions/industry/travel-hospitality" data-text="Travel & hospitality" data-drupal-link-system-path="node/1066">Travel & hospitality</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li></ul></div></li></ul></div></li></ul></div></li><li class="menu-item menu-item--expanded"><div class="menu-link flex flex-row justify-between h-full"> <span data-text="Customers" class="menu-category-no-link" tabindex="0">Customers</span> <button aria-label="Expand menu Customers" class="menu-link-button w-[42px] text-right md:hidden"></button></div><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-0 menu-type-default"><ul class="menu gap-4 menu-level-1 container"><li class="menu-item menu-item--expanded menu-item--view-mode--no-text"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Featured Card">Featured Card</span> <button aria-label="Expand menu Featured Card" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-no-text menu-dropdown menu-dropdown-1 menu-type-no_text"><ul class="menu gap-4 menu-level-2"><li class="menu-item menu-item--view-mode--card-link"><div class="card-promo flex gap-1 px-2 py-1 md:p-3 rounded-3xl items-center justify-between md:w-[404px] bg-primary-bass_black ut-bg-dark mb-2 last:mb-0"><div><p class="text-base md:text-xl font-bold">Canva</p><p class="mt-1 text-primary-adagio_gray"><div>See how Canva uses human insight to make design accessible to everyone.</div></p> <a aria-label="Canva" class="link link-primary" href="/resources/customers/canva" ><div>Learn More</div> </a></div><div><div><article class="media media--type-acquia-dam-image-asset media--view-mode-width-120px"><div> <picture> <source srcset="https://usertesting.widen.net/content/pxj0wj143k/webp/LOGO-2023-customer-Canva-white-224x72.png?w=120&itok=8lqEFQeZ 1x, https://usertesting.widen.net/content/pxj0wj143k/webp/LOGO-2023-customer-Canva-white-224x72.png?w=224&itok=YE07rkwv 2x" media="(min-width: 1024px)" width="120" height="39"/> <source srcset="https://usertesting.widen.net/content/pxj0wj143k/webp/LOGO-2023-customer-Canva-white-224x72.png?w=88&itok=N3xWltls 1x, https://usertesting.widen.net/content/pxj0wj143k/webp/LOGO-2023-customer-Canva-white-224x72.png?w=176&itok=WvrysQrZ 2x" media="(min-width: 360px)" width="88" height="28"/> <img loading="eager" src="https://usertesting.widen.net/content/pxj0wj143k/webp/LOGO-2023-customer-Canva-white-224x72.png?w=120&itok=8lqEFQeZ" width="120" height="39" alt="UserTesting customer logos in white" /> </picture></div> </article></div></div></div></li><li class="menu-item menu-item--view-mode--card-link"><div class="card-promo flex gap-1 px-2 py-1 md:p-3 rounded-3xl items-center justify-between md:w-[404px] bg-primary-bass_black ut-bg-dark mb-2 last:mb-0"><div><p class="text-base md:text-xl font-bold">Adobe Photoshop</p><p class="mt-1 text-primary-adagio_gray"><div>"UserTesting makes getting feedback from a wide range of users fast and easy for us at Adobe"</div></p> <a aria-label="Adobe Photoshop" class="link link-primary" href="/resources/customers/microsoft" ><div>Learn more</div> </a></div><div><div><article class="media media--type-acquia-dam-image-asset media--view-mode-width-120px"><div> <picture> <source srcset="https://usertesting.widen.net/content/yinjgc45cy/webp/LOGO-2023-customer-Adobe-white-224x58.png?w=120&itok=Aya4KvW3 1x, https://usertesting.widen.net/content/yinjgc45cy/webp/LOGO-2023-customer-Adobe-white-224x58.png?w=224&itok=BHSr17H1 2x" media="(min-width: 1024px)" width="120" height="31"/> <source srcset="https://usertesting.widen.net/content/yinjgc45cy/webp/LOGO-2023-customer-Adobe-white-224x58.png?w=88&itok=rueVDqGK 1x, https://usertesting.widen.net/content/yinjgc45cy/webp/LOGO-2023-customer-Adobe-white-224x58.png?w=176&itok=pK-IjxH4 2x" media="(min-width: 360px)" width="88" height="23"/> <img loading="eager" src="https://usertesting.widen.net/content/yinjgc45cy/webp/LOGO-2023-customer-Adobe-white-224x58.png?w=120&itok=Aya4KvW3" width="120" height="31" alt="UserTesting customer logos in white" /> </picture></div> </article></div></div></div></li></ul></div></li><li class="menu-item menu-item--view-mode--divider"> <span data-text="Divider">Divider</span><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-divider menu-dropdown menu-dropdown-1 menu-type-divider"></div></li><li class="menu-item menu-item--expanded menu-item--view-mode--columns"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Links">Links</span> <button aria-label="Expand menu Links" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-columns menu-dropdown menu-dropdown-1 menu-type-columns"><ul class="menu gap-4 menu-level-2"><li class="menu-item menu-item--expanded menu-item--view-mode--eyebrow"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Customer Stories">Customer Stories</span> <button aria-label="Expand menu Customer Stories" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-eyebrow menu-dropdown menu-dropdown-2 menu-type-eyebrow"><ul class="menu gap-4 menu-level-3"><li class="menu-item menu-item--view-mode--default"> <a href="/resources/customers" data-text="View all customer stories" data-drupal-link-system-path="node/1056">View all customer stories</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li></ul></div></li><li class="menu-item menu-item--expanded menu-item--view-mode--eyebrow"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="Featured stories">Featured stories</span> <button aria-label="Expand menu Featured stories" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-eyebrow menu-dropdown menu-dropdown-2 menu-type-eyebrow"><ul class="menu gap-4 menu-level-3"><li class="menu-item menu-item--view-mode--default"> <a href="/resources/customers/burberry" data-text="Burberry" data-drupal-link-system-path="node/8481">Burberry</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/resources/customers/costa-coffee-usertesting" data-text="Costa Coffee" data-drupal-link-system-path="node/8576">Costa Coffee</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li><li class="menu-item menu-item--view-mode--default"> <a href="/resources/customers/panera-bread-usertesting" data-text="Panera Bread" data-drupal-link-system-path="node/10056">Panera Bread</a><p class="text-sm text-primary-adagio_gray"></p><div class="menu_link_content menu-link-contentmain view-mode-default menu-dropdown menu-dropdown-3 menu-type-default"></div></li></ul></div></li><li class="menu-item menu-item--expanded menu-item--view-mode--eyebrow"><div class="menu-link flex flex-row justify-between items-start h-full md:h-fit"> <span data-text="For Our Customers">For Our Customers</span> <button aria-label="Expand menu For Our Customers" class="menu-link-button w-[42px] text-right md:hidden text-primary-insight_gray"></button></div><div class="menu_link_content menu-link-contentmain view-mode-eyebrow menu-dropdown menu-dropdown-2 menu-type-eyebrow"><ul class="menu gap-4 menu-level-3"><li class="menu-item menu-item--view-mode--default"> <a 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sticky self-start top-[60px] md:top-[88px] z-[20]"><div class="toc has-chapters"><div class="toc-title"><h4>In this guide</h4> <button class="toc-toggle md:hidden"></button><h5 class="h4">The ultimate guide to user-centric product design</h5></div><div class="toc-items"><div class="chapter active"> <span>Chapter 1: What is product design? </span><ul class="toc-list"></ul></div><div class="chapter "> <a href="/resources/guides/product-design/process" hreflang="en">Chapter 2: Creating a user-centric product design process</a></div><div class="chapter "> <a href="/resources/guides/product-design/tools" hreflang="en">Chapter 3: 15 tools product designers can't live without</a></div><div class="chapter "> <a href="/resources/guides/product-design/testing-methods" hreflang="en">Chapter 4: How product designers test their designs</a></div></div></div></div><div class="w-full md:col-span-8"><div class="breadcrumbs"> <nav role="navigation" aria-labelledby="system-breadcrumb"><h2 id="system-breadcrumb" class="visually-hidden">Breadcrumb</h2><ol><li> <a href="/resources">Resources</a></li><li> <a href="/resources/guides">Guides</a></li><li> The ultimate guide to user-centric product design</li></ol> </nav></div><div class="eyebrow">Chapter 1</div><h1>The ultimate guide to user-centric product design</h1><div class="guide--body toc--body"><div class="ut-component-global-spacing text-formatted"><div><article class="media media--type-image media--view-mode-large"><div> <img loading="lazy" src="/sites/default/files/usertestingv3/styles/lazy_loading/public/2024-05/IMAGE-2024-artwork-user-centric-product-design-612x472.png.webp?itok=ESgubsY3" width="1024" height="790" alt="The complete guide to user-centric product design" class="lazyload" data-src="/sites/default/files/usertestingv3/styles/large/public/2024-05/IMAGE-2024-artwork-user-centric-product-design-612x472.png.webp?itok=v_szfUPG"></div> </article><p dir="ltr"><span>Product design is a process that must be built on a foundation of human insight in order to solve user needs in the real world. The question is: How can product designers better leverage human insight into their process in order to get the best results?  This guide looks at the core stages of product design, the role of product designers, and the product design process through the lens of human insight. By the end, you鈥檒l understand the fundamentals of product design and how designers can leverage user research to make their jobs easier, faster, and more effective.  </span></p><h2><strong>What is product design?</strong></h2><p dir="ltr"><span>Each time someone interacts with a product, those experiences compound to form a lasting impression of an organization, good or bad. Product design is the process of developing ideas and transforming them into digital products that solve user problems, meet market needs, and provide the best possible user experience (UX) to make a lasting positive impact. Product designers do research to understand their target audience, design concepts to solve those problems, test concepts with real users, and iterate those designs until they鈥檙e ready to be developed into a real-world product. </span></p><h2 dir="ltr"><strong>Why is product design important?</strong></h2><p dir="ltr"><span>The history of </span><a href="https://www.usertesting.com/solutions/teams/product-design"><u>product design</u></a><span> has a legacy that spans centuries throughout its evolution from physical to digital products. Regardless of the era鈥攐r the technology available鈥攇reat product design has always centered on creating the best experience possible for the customer. Just look around you. Every item or product you see started with one human being considering the utility or experience their idea would create for another. </span></p><p dir="ltr"><span>As technology has evolved, so have product design standards. From static websites to interactive web-based applications and </span><a href="https://www.usertesting.com/solutions/mobile-testing"><u>mobile devices</u></a><span>, the demand for user-friendly and visually appealing digital products continues to grow. Uncovering a repeatable methodology for infusing digital products with human insight throughout the design process is the key to winning in competitive markets.</span></p><h3><strong>The importance of testing in product design</strong></h3><p dir="ltr"><span>One of the most important tools in a designer鈥檚 toolbox is feedback. Design teams make critiquing work and gathering input from colleagues and peers a regular part of their creative process. In fact, according to UserTesting鈥檚 annual CX Industry Report, 77% of designers report that they should get user feedback before launching any new or updated design. Yet when asked how often various experiences were tested with users, designers reported that only a few were being tested on a regular basis. This leads to less confident design decisions, not to mention running the risk of launching designs that don鈥檛 resonate with users. User feedback鈥攁t every stage of the design process鈥攊s a designer鈥檚 best strategy to create with confidence.</span></p><p dir="ltr"><a href="https://www.usertesting.com/resources/customers/canva"><span>Hear from UserTesting customer, Canva, about the importance of customer feedback as part of the product design process</span></a><span>.</span></p><h2 dir="ltr"><strong>4 key principles to great product design</strong></h2><p dir="ltr"><span>We鈥檝e narrowed down some of the most important product design concepts to these principles.</span></p><h3 dir="ltr"><strong>User-centricity</strong></h3><p dir="ltr"><span>A </span><a href="https://www.usertesting.com/blog/5-user-centered-design-principles-from-top-tech-companies"><u>user-centered design</u></a><span> is key. Of course, to create products the right way, you'll need to have a solid grasp of your audience鈥檚 needs, preferences, and behaviors. Thorough research and testing is the only way to meet those expectations and solve pain points. Doing so saves designers from guesswork throughout the process and lowers the risk of wasting time on ideas that shouldn鈥檛 be explored. </span></p><h3 dir="ltr"><strong>Usability</strong></h3><p dir="ltr"><a href="https://www.usertesting.com/resources/topics/how-usability-testing-works"><u>Usability</u></a><span> is key. Make your products easy to use, efficient, and smooth to navigate through intuitive interfaces and clear navigation systems, and keep your design simple. Minimizing complex processes and unnecessary elements helps users navigate the product and keeps them from becoming overwhelmed.</span></p><h3 dir="ltr"><strong>Gestalt principles </strong></h3><p dir="ltr"><span>It goes without saying that your product should work flawlessly. But looks matter, too. The product's appearance can make users feel good about using it and connect with it. Our brains are wired to see structure, logic, and patterns to help us make sense of the world. Taking advantage of these commonly recognized patterns known as </span><a href="https://www.usertesting.com/blog/gestalt-principles#:~:text=The%20fundamental%20law%20that%20governs,a%20complex%20and%20chaotic%20world."><u>Gestalt principles</u></a><span>, helps product designers create a more intuitive UX. </span></p><p dir="ltr"><span>Product designers must understand human </span><a href="https://www.usertesting.com/blog/design-psychology-ux"><u>psychology to create experiences that are compelling</u></a><span> to users. Keep your design elements consistent throughout the product. This includes layout, color scheme, typography, interaction patterns, and branding. Consistency helps users become familiar with the product and gain confidence in using it. </span></p><h3 dir="ltr"><strong>Iterative design</strong></h3><p dir="ltr"><span>Embrace an </span><a href="https://www.usertesting.com/glossary/i/iterative-design"><u>iterative design</u></a><span> and testing process. Iterating based on user feedback and data helps identify and fix issues early before they become more costly later in the process. Start by testing design concepts or messaging to see how users respond to an idea. As the design direction gets clearer, test wireframes with stakeholders and potential users. Create prototypes based on their feedback and test again to validate the product. Test during and after development to optimize features and make sure the product remains competitive.</span></p><p dir="ltr"><span>No product will be perfect from the start. Ensure your team has processes鈥攐r even product features鈥攊n place to get immediate feedback on user actions so you can guide them through the product experience. You can take this data and apply it to future product updates and improvements.</span></p><h2><strong>Product designer skills and responsibilities</strong></h2><p dir="ltr"><span>A digital product designer creates user-friendly digital experiences across different mediums and interfaces, such as software, apps, games, platforms, and websites. They鈥檙e responsible for the end user's overall satisfaction with a product or application, aiming to make a product or service more enjoyable, usable, and accessible.</span></p><p dir="ltr"><span>Although tasks may vary from company to company, overall, product designers conduct </span><a href="https://www.usertesting.com/resources/topics/user-testing-vs-user-research"><u>user research</u></a><span>, create </span><a href="https://www.usertesting.com/blog/customer-personas"><u>customer personas</u></a><span>, and design </span><a href="https://www.usertesting.com/blog/wireframing-tools-and-testing"><u>wireframes</u></a><span> and prototypes to ensure a functional end product for the user. </span></p><h2 dir="ltr"><strong>Foundational skills for product designers</strong></h2><p dir="ltr"><span>Product designers can be responsible for a multitude of tasks depending on an organization's size and structure. Most often, their job is to cast the vision for what a future digital experience might look like (or reimagine an existing experience), validate a design direction through testing, and then create all the digital components that will be used by the development team to build the final product.</span></p><h3 dir="ltr"><strong>Research and testing</strong></h3><p dir="ltr"><span>Thorough user research is an important part of product design. An understanding of </span><a href="https://www.usertesting.com/blog/ux-research-vs-market-research"><u>market research</u></a><span>, user research, and competitive analysis is extremely valuable for product designers to have. Product designers also conduct A/B tests to inform design decisions and often run </span><a href="https://www.usertesting.com/glossary/s/surveys"><u>surveys</u></a><span>, </span><a href="https://www.usertesting.com/resources/topics/user-interviews-for-better-ux"><u>user interviews</u></a><span>, and </span><a href="https://www.usertesting.com/resources/topics/moderated-focus-groups"><u>focus groups</u></a><span> for research</span></p><h3 dir="ltr"><strong>Design and iteration</strong></h3><p dir="ltr"><span>Proficiency in </span><a href="https://www.usertesting.com/resources/templates/visual-design-evaluation"><u>visual design</u></a><span> tools like </span><a href="https://help.figma.com/hc/en-us/articles/19790203466263-Test-your-prototypes-with-UserTesting"><u>Figma</u></a><span>, </span><a href="https://www.usertesting.com/resources/customers/adobe-photoshop"><u>Adobe Creative Suite</u></a><span>, </span><a href="https://usertesting.com/resources/customers/canva"><u>Canva</u></a><span>, and others sits at the core of a product designer鈥檚 toolbox. They also have a foundational knowledge of typography, graphic design, and UX/UI best practices to draw upon when creating new products. The ability to work iteratively and make creative enhancements based on user feedback is another foundational aspect of the product designer鈥檚 process. </span></p><h3 dir="ltr"><strong>Collaboration</strong></h3><p dir="ltr"><span>Product designers collaborate with other departments, such as product, UX research, and development, to complete new projects. To collaborate successfully throughout the product development lifecycle, they draw heavily upon </span><a href="/design-thinking-product-teams-form" data-entity-type="node" data-entity-uuid="2be3b6df-d742-41e0-a9dc-5666e4c5135a" data-entity-substitution="canonical" title="LP: Design thinking for product teams"><u>design thinking principles</u></a><span> and creative workshopping frameworks and exercises to get stakeholders on the same page. This helps them create </span><a href="https://www.usertesting.com/resources/topics/customer-journey-mapping"><u>user journey maps</u></a><span> that guide product development. </span></p></div></div><div class="ut-component-global-spacing cta grid md:grid-cols-2 gap-4 lg:gap-10 overflow-hidden rounded-4xl py-5 px-3 md:px-4 items-center bg-primary-bass_black ut-bg-dark text-white"><div><div class="ut-component-global-spacing w-full mx-auto flex [&_img]:rounded-4xl"> <article class="media media--type-acquia-dam-image-asset media--view-mode-height-440px"><div> <picture> <source srcset="https://usertesting.widen.net/content/r6okmd2xnf/webp/IMAGE-AI-Friction-Detection-618x400.png?w=618&itok=WywD6REl 1x, https://usertesting.widen.net/content/r6okmd2xnf/webp/IMAGE-AI-Friction-Detection-618x400.png?w=618&itok=kDTjvzLT 2x" media="(min-width: 1440px)" width="618" height="400"/> <source srcset="https://usertesting.widen.net/content/r6okmd2xnf/webp/IMAGE-AI-Friction-Detection-618x400.png?w=618&itok=Jny4oc8w 1x, https://usertesting.widen.net/content/r6okmd2xnf/webp/IMAGE-AI-Friction-Detection-618x400.png?w=618&itok=ygUVekrJ 2x" media="(min-width: 1280px)" width="618" height="400"/> <source srcset="https://usertesting.widen.net/content/r6okmd2xnf/webp/IMAGE-AI-Friction-Detection-618x400.png?w=618&itok=1Dbp7f5o 1x, https://usertesting.widen.net/content/r6okmd2xnf/webp/IMAGE-AI-Friction-Detection-618x400.png?w=618&itok=-mgQxJC3 2x" media="(min-width: 1024px)" width="618" height="400"/> <source srcset="https://usertesting.widen.net/content/r6okmd2xnf/webp/IMAGE-AI-Friction-Detection-618x400.png?w=618&itok=1OnQKWfL 1x, https://usertesting.widen.net/content/r6okmd2xnf/webp/IMAGE-AI-Friction-Detection-618x400.png?w=618&itok=Rwjf5xH0 2x" media="(min-width: 656px)" width="618" height="400"/> <source srcset="https://usertesting.widen.net/content/r6okmd2xnf/webp/IMAGE-AI-Friction-Detection-618x400.png?w=360&itok=FNYLZxtc 1x, https://usertesting.widen.net/content/r6okmd2xnf/webp/IMAGE-AI-Friction-Detection-618x400.png?w=618&itok=e36xUmom 2x" media="(min-width: 360px)" width="360" height="233"/> <img loading="lazy" height="400" width="618" src="https://usertesting.widen.net/content/r6okmd2xnf/webp/IMAGE-AI-Friction-Detection-618x400.png?w=618&itok=WywD6REl" alt="friction detection" /> </picture></div> </article></div></div><div class='flex flex-col self-center items-center md:items-start'><h3 >Get actionable insights today</h3><div class="ut-component-global-spacing text-formatted"><p>Uncover human insights that make an impact. Book a meeting with our Sales team today to learn more.</p></div><div class="flex flex-col sm:flex-row items-center gap-2"> <a class="btn btn-primary" href="/start-here-form" target="_self" > Book a meeting</a></div></div></div></div></div></div></div></section> <section class="section pt-0 pb-8 md:pt-8 bg-white overflow-x-clip"><div class="container"><div class="flex flex-col md:grid two-columns gap-4 gap-x-5.5 gap-y-4 md:grid-cols-12 lg:grid-cols-12 ut-component-global-spacing"><div class="w-full md:col-span-4 sticky self-start top-[60px] md:top-[72px] z-[20]"></div><div class="w-full md:col-span-8"><div class="chapter-controls"><div class="next"> <a href="/resources/guides/product-design/process" hreflang="en">Next</a></div></div></div></div></div></section></div></div><div class="region-footer ut-bg-dark bg-primary-bass_black text-white"><div class="region-content max-w-wide mx-auto px-2 py-8"><div class="logo mb-4.5"> <a href="/" title="Home" rel="home"> <img src="/themes/custom/usertesting/assets/images/logo-white.svg" alt="UserTesting logo" width="191" height="49" /><p>Human understanding. 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