User Centered Design is the process of placing the user experience or the users perspective first. This philosophy determines a great deal in how your website is designed, the naming of menu items, links and even photos.
Thinking about your audience will then lead you to thinking about how to progressively "walk" them through your site and ultimately brining them to your "call to action" (how they signup or make a purchase). What information is useful prior to purchase and do they know what the next step is in the process.
Here is an example. My son is on a swim team and their end-of-season banquet requires the purchase of a ticket (part of their fund-raising). As parents we were told to go online and pay for them.
After a good 2-3 minutes of searching, the ticket purchase information was located, buried in the online store. There wasn't a single mention or link on the homepage of the website to the store's item. The event calendar had no link to the ticket purchase page either. How many phone calls did this generate, and if this was your business - how many people would just give up?
Remember - think as a site visitor who knows NOTHING about what you do, what you sell, how to buy, own, subscribe or rent it.
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Web designers are expected to have an awareness of usability and if their role involves creating mark up then they are also expected to be up to date with web accessibility guidelines. Web Design Nottingham
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