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 * make your business/product more user oriented
 * improve your UX/UI design work
 * define more user-centric UVP

 

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user centered design canvas
ucdc
 * What
 * How
 * Why
 * Who

Download (PDF)


USER CENTERED DESIGN CANVAS


NEW UX TOOL COMBINING USER NEEDS WITH BUSINESS GOALS

UCDC will help you:

 * understand the target user
 * define product/market fit
 * adjust the business to the user and market needs
 * determine the competitive advantages
 * create Unique Value Proposition
 * improve the brand communication strategy




WHAT IS
USER CENTERED DESIGN CANVAS (UCDC)

UCDC was created out of need for an easy and effective tool facilitating user
experience design process. Heavily based on user-centered approach and inspired
by other great tools such as Business Model Canvas or Lean Canvas, the tool
enables a comprehensive analysis of the user and the business main goals.

It has been used for numerous professional purposes, facilitating countless
website designs and improving dozens of business marketing strategies. User
Centered Design Canvas was tested also in academic environment serving as a tool
to teach students during the User Experience Design course at the University of
Wroclaw.


HOW TO USE
USER CENTERED DESIGN CANVAS


THE CANVAS STRUCTURE

UCDC is divided into 9 fields. Done with the user-centered approach in mind, the
users field was placed at the very heart of it. The left side of the canvas
focuses on the users, the right side on the business. Following the logical
order of analysis, the canvas enables creating a one sentence summary in the
form of Unique Value Proposition.




UCDC MANUAL

 * 1. Business
 * 2. Users
 * 3. Problems
 * 4. Motives
 * 5. Fears
 * 6. Solutions
 * 7. Alternatives
 * 8. Competitive
   advantages
 * 9. Unique value
   proposition

PreviousNext


FIELD 9. – UNIQUE VALUE PROPOSITION

Unique value proposition should be a single phrase describing the business
promise to its users. It's a summary of the business future philosophy in terms
of building positive user experience.

Example:

Café Mánual – a friendly local café serving only premium brand coffees, where a
champion-barista won't keep you waiting more than 5 minutes, where you can order
your coffee by texting and where you'll pay less than in a chain café.


FIELD 1. – BUSINESS

This field should contain the name or short description of the analyzed company,
organization, brand or product.

Example:
 * Café Mánual – a local café


FIELD 2. – USERS

Fill in this field with all types of potential or existing target users of the
analyzed business.

Example:
 * students (taking coffee during a break)
 * businessmen (buying coffee on their way to work)
 * coffee aficionados (seeking perfection in coffee making)


FIELD 3. – PROBLEMS

Complete the field with all hypothetical or existing problems the users may want
to solve with the features or services the analyzed business provides.

Example:
 * feels sleepy in the morning
 * can’t afford Starbucks
 * is in a hurry (needs coffee on the go)


FIELD 4. – MOTIVES

This field should be completed with all possible emotional drives that may
motivate the users to get in contact with the analyzed business.

Example:
 * drinks only fair trade coffee
 * doesn't want to be associated with chain cafés
 * wants to taste coffee from different brands and parts of the world


FIELD 5. – FEARS

Fill in this field with all possible anxieties the users may feel when
contacting or using the analyzed business.

Example:
 * coffee will be too expensive
 * coffee won’t taste good
 * the place will be crowded


FIELD 6. – SOLUTIONS

Describe both existing and hypothetical ways in which the analyzed business can
solve the users’ problems specified in the Field 3.

Example:
 * reasonable prices
 * the coffee is strong, good quality and fair trade
 * queue passes for regular customers


FIELD 7. – ALTERNATIVES

This field should be completed with all possible alternatives the users may
choose instead of the analyzed business.

Example:
 * drink coffee at home / university / office
 * go to chain café
 * drink green tea / energy drink


FIELD 8. – COMPETITIVE ADVANTAGES

This field should contain any features or characteristics that distinguish the
analyzed business from its competitors.

Example:
 * experienced, skilled barista with awards in coffee making
 * coffee for free in case of waiting more than 5 minutes
 * text to order a coffee (15 min earlier)


FIELD 9. – UNIQUE VALUE PROPOSITION

Unique value proposition should be a single phrase describing the business
promise to its users. It's a summary of the business future philosophy in terms
of building positive user experience.

Example:

Café Mánual – a friendly local café serving only premium brand coffees, where a
champion-barista won't keep you waiting more than 5 minutes, where you can order
your coffee by texting and where you'll pay less than in a chain café.


FIELD 1. – BUSINESS

This field should contain the name or short description of the analyzed company,
organization, brand or product.

Example:
 * Café Mánual – a local café


Download this manual as PDF


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WHY TO USE
USER CENTERED DESIGN CANVAS

PreviousNext

> I love it! It’s a great tool for my developer-centric teams as it allows them
> to really be analytical in their approach which helps me get through design
> process without pulling out all of my hair!
> 
> Catherine Hicks, Product Designer

> I'm always looking for new tools that will help structure conversations or
> help me deputize system engineers and project managers as UXers. I saw the
> UCDC as one of those tools - I downloaded it and tested it while evaluating a
> proposal with one of our teams. UCDC is a good way for non-designers to
> analyze the product – it structures the conversation and presents the info in
> a visual hierarchy.
> 
> Krys Blackwood, Senior Lead UX Designer, NASA's Jet Propulsion Laboratory

> The UCDC is my new favorite weapon in our UX arsenal for quickly surfacing
> assumptions. With stakeholders from game teams, PR, marketing, community, and
> our own team of designers and engineers, there is never any shortage of
> opinions. Having a single artifact to pass around and chew up saves us a lot
> of time in aligning project goals against user needs and (quite literally)
> getting everyone on the same page.
> 
> Mike Metcalf, Web Design Lead at Blizzard

> User Centered Design Canvas is extremely useful in structuring initial
> brainstorm sessions when building a website or application. It helped us and
> the clients we were working with to really focus on the client, transforming
> the initial ambitions to be more user focused.
> 
> Bart van der Zande, Head of Product at mr.Watson

> What I particularly liked about the canvas is that it helps to define the
> business from the users' perspective, When I presented it to my client, they
> started to think about the users and understood how important user research,
> user testing and all related activities are. The canvas helped my project a
> lot. We refer to it when setting every new hypothesis.
> 
> Artem Kulitski, UX Designer

> I found the Canvas very useful to design new products/services that will be
> relevant for the end-user. The Canvas is a very simple exercise that helps you
> to open your mind and start thinking as your customers does.
> 
> Federico Bianchi, Web Operation Manager at Snai

> We've applied the canvas in few recent projects and found that it is a great
> starting point for any project size. We've tried to create our own
> questionnaires and find other tools but the Canvas so far is the most fitted
> for us.
> 
> Anh Doan, Product & Design Manager at GEEK Up

> I love it! It’s a great tool for my developer-centric teams as it allows them
> to really be analytical in their approach which helps me get through design
> process without pulling out all of my hair!
> 
> Catherine Hicks, Product Designer

> I'm always looking for new tools that will help structure conversations or
> help me deputize system engineers and project managers as UXers. I saw the
> UCDC as one of those tools - I downloaded it and tested it while evaluating a
> proposal with one of our teams. UCDC is a good way for non-designers to
> analyze the product – it structures the conversation and presents the info in
> a visual hierarchy.
> 
> Krys Blackwood, Senior Lead UX Designer, NASA's Jet Propulsion Laboratory

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READ MORE ABOUT UCDC ON:


ENSURING A GREAT USER EXPERIENCE
IS THE FIRST STEP IN CRO

Anna Kulawik for kissmetrics


HOW TO SELL UX DESIGN—PRINCIPLES
OF PERSUASION

Alina Prelicz-Zawadzka for uxdesign.cc


HOW TO MAKE USE OF THE
USER CENTERED DESIGN CANVAS

Anna Kulawik for uxdesign.cc


INTRODUCING THE
USER CENTERED DESIGN CANVAS

Leszek Zawadzki for ux magazine


MASTERING FREELANCE UX DESIGN WORK:
RESEARCH, DESIGN, AND EFFICIENCY

Alina Prelicz-Zawadzka for adobe


ENSURING A GREAT USER EXPERIENCE
IS THE FIRST STEP IN CRO

Anna Kulawik for kissmetrics


HOW TO SELL UX DESIGN—PRINCIPLES
OF PERSUASION

Alina Prelicz-Zawadzka for uxdesign.cc


HOW TO MAKE USE OF THE
USER CENTERED DESIGN CANVAS

Anna Kulawik for uxdesign.cc


INTRODUCING THE
USER CENTERED DESIGN CANVAS

Leszek Zawadzki for ux magazine


MASTERING FREELANCE UX DESIGN WORK:
RESEARCH, DESIGN, AND EFFICIENCY

Alina Prelicz-Zawadzka for adobe


ENSURING A GREAT USER EXPERIENCE
IS THE FIRST STEP IN CRO

Anna Kulawik for kissmetrics


WHO CREATED
USER CENTERED DESIGN CANVAS

Alina Prelicz-Zawadzka Twitter LinkedIn

Alina is a UX consultant with degree in social and cognitive psychology. She’s
making use of her academic knowledge to gather and analyze data about businesses
and users. Next to working as a UX specialist at UX design agency, Alina is also
a dedicated university teacher, conducting courses on social psychology in
design at the University of Wroclaw.

Leszek Zawadzki Twitter LinkedIn

Leszek is a long-time designer and a natural entrepreneur. As a founder of UX
design agency The Rectangles, he’s responsible not only for the company per se,
but also for every creative bit his team provides. Leszek also teaches at the
University of Wroclaw, where his main area of research and interest is
human-centered approach to solving users and business problems. His other
passion is digital analytics and conversion rate optimization.

Need UCDC (or UX design) consultancy? Contact us: info@therectangles.com
moc.selgnatcereht@ofni

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