ISO 9241-210: User-centred design

The standard used to be known as ISO 13407. But last year it was updated and re-issued as ISO 9241-210 to bring it into line with other ISO usability standards. (So if you hear anyone talking about ISO 13407, they are out of date. They should be talking about ISO 9241-210).

The standard describes 6 key principles that will ensure your design is user centred:

  • The design is based upon an explicit understanding of users, tasks and environments.
  • Users are involved throughout design and development.
  • The design is driven and refined by user-centred evaluation.
  • The process is iterative.
  • The design addresses the whole user experience.
  • The design team includes multidisciplinary skills and perspectives.

Matt Watkinson: 10 principles for great customer experience

    10 principles for great customer experience

  1. Great customer experiences strongly reflect the customers’ identity
  2. Great customer experiences satisfy our higher objectives
  3. Great customer experiences leave nothing to chance
  4. Great customer experiences set and then meet expectations
  5. Great customer experiences are effortless
  6. Great customer experiences are stressfree
  7. Great customer experiences indulge the senses
  8. Great customer experiences are socially engaging
  9. Great customer experiences put the customer in control
  10. Great customer experiences consider the emotions

Matt Watkinson: The Ten Principles Behind Great Customer Experience

Principles of User Interface Design

  • Clarity is job #1
  • Interfaces exist to enable interaction
  • Conserve attention at all costs
  • Keep users in control
  • Direct manipulation is best
  • One primary action per screen
  • Provide a natural next step
  • Appearance follows behavior
  • Consistency matters
  • Strong visual hierarchies work best
  • Smart organization reduces cognitive load
  • Highlight, don’t determine, with color
  • Progressive disclosure
  • Help people inline
  • A crucial moment: the zero state
  • Great design is invisible
  • Build on other design disciplines
  • Interfaces exist to be used


KISS principle

KISS is an acronym for the design principle articulated by Kelly Johnson, Keep it simple, Stupid!.[1] Variations include “keep it short and simple”, “keep it simple sir”, “keep it simple or be stupid”, “keep it simple and stupid”, “keep it simple and straightforward” or “keep it simple and sincere.”[2] The KISS principle states that most systems work best if they are kept simple rather than made complex, therefore simplicity should be a key goal in design and unnecessary complexity should be avoided.

Design principles: Visual Design vs. User experience

Visual Design is the establishment of a philosophy about how to make an impact.

User Experience is the establishment of a philosophy about how to treat people.

Principles of Visual Design:

  • Contrast
  • Emphasis
  • Variety
  • Balance
  • Proportion
  • Repetition
  • Movement
  • Texture
  • Harmony
  • Unity

Principles of User Experience:

  1. Stay out of people’s way.
  2. Create a hierarchy that matches people’sneeds.
  3. Limit distractions.
  4. Provide strong information scent.
  5. Provide signposts and cues.
  6. Provide context.
  7. Use constraints appropriately.
  8. Make actions reversible.
  9. Provide feedback.
  10. Make a good first impression.

Whitney Hess