UX Basics

UX is user-centred

UX is user-centred, addressing user needs and preferences throughout the design process by understanding their goals, behaviors, and limitations. It involves gathering feedback, conducting usability testing, and iterative improvements to align with user expectations and goals.

When it comes to 'doing UX,' it's crucial to take into account two primary aspects: accessibility and usability. Usability focuses on making products easy to use and efficient, while accessibility ensures inclusivity for people with disabilities. Both contribute to a positive User Experience (UX), providing an enjoyable and inclusive experience for all users, regardless of their abilities or needs.


Digital accessibility means making digital stuff like websites and apps easy to use for everyone including people with disabilities. And it is vital to user-centred UX for a few reasons:

  1. It is the law: Laws in many places say digital things must be accessible to people with disabilities. If you don't follow these rules, you could get into trouble.
  2. It involves every user: It ensures that no one is left out when using digital things. And it makes them better for everyone, not just people with disabilities.
  3. It makes our job easier: Thinking about accessibility now can save you trouble later as technology changes. It promotes a positive image for your organization, expands your user base, and ensures future adaptability.

You don't need to add extra features or duplicate content. The primary goal is to assess the needs of people with different skill levels and limited devices. 

Find out more about digital accessibility guidance


'First law of usability: Don't make me think.'                             - Steve Krug

Hand in hand with digital accessibility, usability is another essential part of UX. Usability refers to the degree of ease and effectiveness with which users can interact with a product, system, or interface to achieve their goals. It encompasses factors like user-friendliness, efficiency, learnability, satisfaction, and error prevention when using a product or system. And in our case – at a higher education institution, it is a way to ensure our services/websites can be used as simply and painlessly as possible for our audiences. But who is your audience? Now is the time for us to do some UX.

Getting started checklist

1. Do you know who your audience is? 

The audience is target users, including those who even never make it to the services. In higher educational institution like UofG, users are all grouped into students and staff. However, they have different social roles with demographics considered, and come with different desires towards the university website. So it is important to know your specific users.

Find out who your audience is using Discover methods

2. Do you know what your audience needs? 

What your user say is not necessarily what they really want, aligned with quote from Steve Jobs ‘It's not the customer's job to know what they want.’ And this is why user research matters more than ever.

Find out what your users think and do using Explore methods 

3. Do you know how to make the most of the data? 

Maximize the value of user data, no matter primary or secondary. Collect, analyse, and interpret data to gain insights into user behaviours, preferences, and patterns. This step is crucial for informed decision-making.

Find out how to make the most of data using Analyse methods

4. Do you know how to deliver your findings and insights? 

When trying to convey your insights and findings to stakeholders, achieving a delicate equilibrium between addressing the users' needs and meeting the stakeholders' preferences can be challenging. Therefore, it's essential to employ clear and strategic communication of your discoveries and recommendations to foster enhancements in the user experience.

Find out how to report deliverables using Deliver methods 

*This checklist is to help you ensure that you consider all important aspects and identify which stage for you to get started during the design process.