User focus expectations

Expectations at associate level

• learn how to be the voice of the user and represent them when discussing your work
• be involved and support research in your team
• consider the needs of all users when making design decisions
• understand accessibility best practice
• understand the difference between accessibility, low digital skills and limited access to technology
• understand the difference between user needs and user wants
• understand the difference between observed, assumed and interpreted user behaviour

Expectations at working level

• encourage others around you to take a user centered approach
• take an active role in the research strategy in order to learn about users
• design for accessibility first and champion accessibility best practice
• be deliberate in your choice of language when discussing user research
• make sure those around you are clear about what was observed, assumed and interpreted

Expectations at senior level

• be an ambassador for user centered design. Reinforce the benefits of working in this way to senior leaders
• look for opportunities for teams to share research and learning
• share collective learning about users with senior leaders