Why Australia can lead the world in making products and services better

User focused design has helped with the success of products like the iPhone.  Tom Voirol explains how, by implementing this approach, Australian organisations and users can reap the significant benefits.

You may not have heard the term, but user experience design (or UX) is getting increased traction in developing services and products that are more useful, usable and even desirable. It is the practice of putting the users and their needs, wants and preferences at the centre of the design process.

This sounds like an obvious thing to do, and you'd be forgiven for thinking that this is how most products and services are developed today. Unfortunately, as evidenced by convoluted telephone menus, labyrinthine banking procedures and mysterious control panels on microwave ovens, this is not always the case.

Ditch the script and hire a human