Process
The four phases of customer-centered design
The four phases of customer-centered design, a product approach grounded in the ISO 9241-210 standard for human-centered design. Each phase builds on the one before, and the cycle repeats as customers and the market change. Use it to check that a product plan includes real customer input before and after the build, not only at the start.
Where this appears
What's in this process
- Understand: Learn your customers, their context and their needs through interviews, observation and data.
- Explore: Turn what you learned into requirements and design directions. Stay in the problem space.
- Design: Create solutions concrete enough to evaluate. Generate several concepts and refine.
- Test: Validate designs with real customers before full build, then keep testing after launch.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
html
<a href="https://www.koji.so/visuals/customer-centered-design-four-phases"><img src="https://www.koji.so/visuals/customer-centered-design-four-phases/customer-centered-design-four-phases.png" alt="Process showing the four phases of customer-centered design: understand, explore, design and test, repeated as the product and market change." width="1200" height="630" /></a>
<p>Source: <a href="https://www.koji.so/visuals/customer-centered-design-four-phases">The four phases of customer-centered design</a>, Koji</p>
