As digital transformation reshapes industries, the importance of user-centred design in product development has become more critical than ever, according to business analyst Olayemi Awoeyo.
Speaking on the evolving landscape of digital product design, Awoeyo emphasised the need for businesses to adopt advanced, user-centric strategies that integrate behavioural psychology, technology, and accessibility.
This approach, he noted, ensures that digital products not only look appealing but also seamlessly integrate into users’ lives, solving real-world problems and enhancing their overall experience.
“At the core of modern digital design is a simple yet profound idea: products should be built around the people who use them,” Awoeyo stated.
He pointed to the growing trend among tech giants and startups that invest heavily in understanding their users, refining their designs based on real-world interactions, and personalizing their offerings to deliver superior user experiences.
One example of this trend is the evolution of streaming platforms, which now leverage AI-driven personalisation to curate content recommendations based on user behaviour. This helps keep viewers engaged while reducing decision fatigue. Similarly, digital workspace solutions are incorporating behavioral psychology concepts such as nudge theory to subtly influence user decisions without limiting choice.
The rise of artificial intelligence (AI) and machine learning has also transformed digital product design. Many platforms now utilize AI to adapt interfaces dynamically, providing predictive suggestions that anticipate user needs. AI-powered chatbots and voice assistants are becoming essential in customer service, while immersive technologies like augmented and virtual reality are setting new standards for digital experiences.
Awoeyo highlighted the significance of continuous testing and iteration in product development. Companies that embrace rapid prototyping and A/B testing can refine their offerings based on real-time user feedback. In e-commerce, for example, businesses regularly experiment with checkout page designs to improve conversion rates, demonstrating the value of a data-driven approach.
“Another crucial aspect of digital product development is inclusivity. Many companies are integrating accessibility features to make digital platforms more user-friendly for individuals with disabilities. Major tech firms like Microsoft and Adobe have led the way in ensuring their products meet global accessibility standards, showing that inclusivity is not just an ethical consideration but also a competitive advantage.
“Sustainability is also becoming a priority in digital design, as companies develop eco-conscious solutions to reduce power consumption and encourage responsible digital usage. Awooye noted that incorporating sustainability into product development is no longer just about corporate social responsibility but about staying competitive in a market where consumers prioritize environmental impact,” he said.
Looking ahead, Awoeyo stressed that future-proofing digital products will be key to long-term success.
He pointed to industries such as automotive technology, where over-the-air software updates are revolutionizing vehicle functionality without requiring hardware modifications. Additionally, anticipatory design where products predict and respond to user behaviour will play a crucial role in the next wave of digital experiences.
“As Nigeria and the rest of the world continue to embrace digital transformation, businesses that understand the interplay between technology, human psychology, and user experience will be the ones that thrive.
“By prioritising user-centred design, leveraging AI and behavioural insights, ensuring inclusivity, and integrating sustainability, companies can create digital products that remain relevant and competitive in the evolving marketplace,” Awoeyo stated.
