User-centered insights are information and observations about the needs, preferences, behaviors, and motivations of users. These insights are gathered through methods such as interviews, surveys, observation, and usability testing, and are used to inform the design and development of products, services, and experiences. By putting users at the center of the design process, organizations can create more effective and user-friendly solutions that meet the needs and expectations of their target audience.
User-centered insights are useful to inform strategic business and design decisions. They help determine what content, features, and services will increase awareness, consideration, conversion, and loyalty.
There are many places to find user-centered insights, such as:
- Voice-of-customer data
- User interviews
- Clickstream data
- User testing
- Current state
- Competitive
- Conceptual
- Social media
- Search queries
After user-centered insights are discovered they can be organized by frequency and impact level to prioritize which ones to address first. Present the insights to the business stakeholders to gain alignment and to inform them of user perspectives.