Align your needs with your users' needs

USER‘ framework

At User Centric, we have developed the USER framework with a set of guidelines which we abide by. The USER framework is based on a set of rules and best practices aggregating similar approaches while accepting the evolving process of design.

There is no universal workflow for UX design. With this in mind, USER framework allows us to envisage and align the business needs with its user segment and allows a strategic approach that is sustainable for the future.

Below are some of the guidelines we can share with you.

We call this framework “USER“.

  • U means usability
  • S means simplicity
  • E means engaging
  • R means resonates


For us, usability is ‘how easily anyone interacts with a website or app’. Its features, together with the user, what the user wants to do with it, and the user’s environment in performing tasks, determine its level of usability.

A usable interface has three main outcomes:

  • It should be easy for the user to become familiar with and competent in using the user interface on the first contact.
  • It should be easy for users to achieve their objective by using it.
  • It should be easy to recall the user interface and how to use it on subsequent visits.


Simplicity is often referred to as one of the fundamental principles of UX design. UX heavyweight, the Nielsen Norman include it in their definition of user experience saying:

“The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use.”

Simplicity is ‘serving users what they need, when they need it in the most straightforward way possible’, this is what we aim for.

Why you should keep things simple?

Today, users have a much shorter attention span. 

We live in a world of instant gratification, we want things now and resent things that slow us down. Etsy did an experiment – they added 160kb of hidden images to their mobile page to slow it right down. They saw a 12% increase in bounce rate. This means designs need to be as intuitive as possible, so users don’t feel overloaded and also so the page loads quickly.

Simple is more convenient for the user 

We believe, products that are as simple as possible will have a competitive advantage as users can dip in and out of them. This is our mantra.

An example of this is Uber who have kept a simple design, not bothered to wow the users but have captured them in droves due to simplifying what can be a drawn-out process. In the past, when people had to hail/order a taxi, make sure they had cash on them, hope that the driver had GPS and then sit and wait for their change at the end of the ride. This process has now been entirely automated which is far more convenient for everyone involved.


Rosetta Consulting report revealed engagement is directly correlated with increased spend (up to 300% more per year), retention (5x more loyal), and re-spend (6x more likely to try a new product). In the landmark report by Gallup, HumanSigma, companies that optimise for engagement outperform the average by a factor 3.5x, and publicly traded companies that practice engagement outperform the S&P 500 by over 36% (ECSI)

When you own a business, its rather simple to get customers to download your mobile app, keeping your users engaged is quite another. Understanding how users behave whilst using your service is fundamental. Hence, at User Centric, user engagement isn’t one dimensional, it is actually a three-dimensional thought process.

  • First, there is Engagement as an Expression. This is where someone is mentally focussed and gives us their attention.
  • Secondly, there is Engagement as an Encounter, which is physical, where someone takes action and experiences what we are doing.
  • Finally, is it Engagement as Empowerment — which is a deeper, emotional state, and more to do with someone aligning around what you do.


Our mindset is creating something that solves user’s problems while also accomplishing their needs. To achieve these needs, our designers and developers have empathy for the users’ plight, after all, we too are users of someones app/website. We can see the pitfalls, how we would try to solve them and envisage the value of user-led solutions.

We at User Centric aim to help our clients to communicate with their digital and branding presence to their target user segments. Our mission is to propose design solutions which are effective, efficient, and innovative.

Companies today are rethinking their products and offerings based on the needs of users, adopting an empathetic approach to design and product development. An experience-focused discovery process in which designers and strategists learn to think like their users to predict customers’ emotional connections, behaviors, decision-making and market trends.

Recent experiences

Our work shows us to be agile, flexible, innovative and determined to succeed, feel free to experience our past work.


Providing a better property agent experience.
Real estate


General Pension and Social Security Authority in the United Arab Emirates

SkyNews Arabia

Sky News Arabia is an Arabic news and current affairs channel broadcast mainly in the Middle East and North Africa

The Uniform Studio

Providing clients with a more unified uniforms solution
Apparel & Fashion

We truly believe, the only way to ensure a company’s success if by talking to those who need and use your services, that’s your users. By talking to them, analysing what they are saying/not saying and aligning those facts to your company goals.

We call this our “USER” framework.

jumpstart your business

User Centric

We opened our doors in 2015. Since inception, our belief is that we can make a difference to the public and our partners in putting users first. An agency that truly looks at the bigger picture in every project undertaken.

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