Putting the "D" in UCD: User-Centered Design in the ThinkPad Experience Development

This article describes the application of user-centered design (UCD) principles to an existing product line in a focused attempt to reshape customers’ attitudes about individualproductofferingsaswellas theproductbrandasawhole.Examplesofuserresearch, design development, and validation are given to demonstrate the challenges of applying participatory design principles, and the methods used by the ThinkPad® UCD team to overcome those challenges. Special attention was given in three areas. First, the organizational design, or macro-UCD aspect of a successful product design effort is analyzed. Second, a mobile computer frustrations research project is reviewed as the baseline for the ThinkPad UCD effort. To address the frustrations, 4 UCD initiatives were conceivedaspartofaproduct-lineredesign:aproduct linesimplificationbasedoncommon building blocks, a common user interface and aesthetic design language, a battery and power management improvement, and an intelligent user assistance architecture. Results are discussed in terms of improved brand equity, customer satisfaction, marketshare, and product cost savings. Key learning is discussed in terms of the success of the product realized through UCD as well as specific user engineering approaches thatprovedsuccessfulwhenappliedtoamaturecommercialelectronicsproduct line.