Stop Designing for Users—Start Designing for Humans

Introduction

User Experience (“UX”) has long guided how we design digital products, but as technology evolves, so do people's expectations. Today, users aren't just looking for usability; they're seeking meaningful, seamless, human experiences. It's time to expand our approach—from focusing purely on user interfaces to designing for the entire human journey.

The Rise and Narrowing of UX

When it emerged, UX was revolutionary. Coined by Don Norman in the 1990s at Apple, it introduced a user-centred mindset into tech development. Suddenly, products weren't just functional, they were meant to be intuitive, delightful, and emotionally engaging.

However, over time, the potential of UX has been confined. Many organisations have reduced it to User Interface (“UI”) design, usability testing, or interface polish. It often stops at the screen, failing to capture the full spectrum of human experience.

Yet real experiences go far beyond that.

What Makes an Experience?

Think of booking a hotel stay:

• You browse photos on the website.

• You will receive a confirmation email in a friendly tone.

• You check in via a kiosk that remembers your preferences.

• You sleep soundly because the room is quiet and clean.
  

Every moment, from booking to check-out, shapes how you feel about the brand. A great experience is not just about the UI or the product itself, but the entire journey, cohesive and not fragmented by departments or channels.

This is where leading brands such as Airbnb'¹', Singapore Airlines'²', and Apple'³' set themselves apart:

• Airbnb reimagined hospitality by making stays about connection, not just accommodation. By fostering authentic and community-driven experiences, it allows guests to feel a sense of belonging anywhere in the world

• Singapore Airlines invests deeply in customer journey analytics and service training, allowing it to anticipate customers’ needs and deliver consistent services that define the entire travel experience

• Apple choreographs every detail of the customer journey with remarkable consistency. From design to service, it transforms transactions into moments of excitement, building a community of loyal customers who feel part of something bigger than the product itself

• They design products and orchestrate experiences considering emotion, environment, and consistency across touchpoints.
  

From “User” to “Human”

The word "user" is limiting. It frames people as tool operators rather than emotional, contextual beings. People are navigating complex lives—juggling work, parenting, stress, and goals. A login form or app isn't their focus; it's a small step in a much bigger picture.

Human Experience Design (“HXD”) recognises this by focusing on:

• Context: Where and how people interact with your service

• Emotion: How the design makes people feel, especially in critical moments

• Trust: Whether the product consistently delivers on its promise
  

For example, Netflix'⁴''⁵' doesn't just offer entertainment—it delivers comfort, control, and tailored content depending on mood, time, and device. Netflix uses personalisation to anticipate emotional needs, tailor content to context, and build trust through consistently relevant experiences. That's designing for humans, not just users.

Why This Shift Matters

Research from PwC shows that 73% of people say experience is a key factor in buying decisions'⁶', yet many businesses fail to meet that standard. This gap creates opportunities for brands to stand out through thoughtful, holistic experience design.

Experience is the competitive edge. Today's successful products are not just usable—they're memorable, trustworthy, and emotionally attuned.

What Designers Need to Do Differently

To meet the moment, designers need to evolve their roles. That means:

• Collaborating across disciplines—from marketing to operations

• Mapping end-to-end journeys, not just flows on a screen

• Embracing invisible design—like speed, micro interactions, and anticipation

• Thinking beyond features—and asking how they fit into a broader life moment
  

To enhance long-term engagement, Design teams at Spotify'⁷' and Duolingo'⁸' focus on rhythm, tone, and user psychology, not just functionality.

• Spotify applies psychological principles to create emotionally resonant experiences by curating playlists and recommendations that match listening habits and moods, making the experience feel personal and effortless.

• Duolingo uses gamified streaks and subtle nudges to anticipate learners’ needs and maintain engagement beyond mere lesson completion, turning language learning into a daily habit rather than a task.
  

That's the future of design.

Evolving UX, Not Limiting It

UX is no longer just a discipline of screens and interfaces—it has become a lens for shaping how people live, work, and connect. This is not about confining UX—it's about evolving it. Interaction design, usability, and accessibility are still crucial, but they must be part of a larger ecosystem that considers the full human experience.

Design must shift from "how it works" to "how it fits someone's life."

In an era shaped by AI, automation, and efficiency, empathy is the most valuable design asset we have. Designing for humans—not just users—ensures our products are not only functional but meaningful and lasting.

Final Thought

As UI/UX designers, we have a responsibility to go beyond surface-level interactions. Let's not just ask, "Can someone use this?" Let's ask, "How does this make them feel?"

In Activate, we take this to heart. Our design process goes beyond visual solutions. We work closely with developers, business analysts, and stakeholders to ensure that every product genuinely supports the people who use it. Whether it's making font sizes larger on a mobile app so older adults can navigate more comfortably, or following Web Content Accessibility Guidelines (“WCAG”) guidelines so that people with colour vision deficiencies aren’t left behind—we’re always designing with real human needs in mind.

Because the actual impact of design doesn't come from perfect interfaces, but from experiences that respect, support, and connect with people—wherever they are in life. References:

[1] Airbnb:https://www.renascence.io/journal/how-airbnb-redefines-customer-experience-cx-through-community-and-authenticity

[2] Singapore Airlines: https://cxmtoday.com/news/singapore-airlines-enhances-cx-analytics-with-qualtrics/ [3] Apple: https://www.fastercapital.com/content/Emotional-branding--Customer-Experience--Elevating-the-Customer-Experience-with-Emotional-Branding.html

[4] https://medium.com/%40san200239bhave/ui-ux-case-study-netflix-discovery-experience-and-mood-detection-49a7187ce57a [5] https://www.taranify.com/blog/power-of-netflix-mood-based-recommendation-ai-16 [6] https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/future-of-customer-experience.html [7] https://medium.com/glow-team/enhancing-user-interface-with-psychological-principles-of-product-design-cc028b546ea3 [8] https://moldstud.com/articles/p-how-design-drives-user-loyalty-success-stories-from-top-apps