Building products and services around the customer perspective

Human Centered Design

With technological advances driving multifunctional product development and improvements in user interfaces, Sony aims to make the products and services it provides as accessible and user-friendly as possible. The company also embraces the concept of "Human Centered Design" (HCD) by promoting activities that bring the user perspective-the customer standpoint-into every phase of the development process, from research and planning to design and validation.

User research

Sony sites in Japan, North America, Europe, India, China, and other locations around the world work together to establish systems and environments for usability testing. Sony makes the user perspective an integral part of product development from the initial stages onward and continues to conduct user research through home visits and interviews across the globe.

Usability testing

For the design and validation processes, where developers assess the "user-friendliness" of a given product in terms of visual accessibility, understandability, and responsiveness, Sony takes a proactive approach to usability testing in actual customer environments to locate problems, make corrections, and improve overall user-friendliness before the product hits the market.
The scope of usability testing goes beyond the pre-launch phase; after the product goes on sale, Sony also conducts long-term usage research and interviews actual users on the product's user-friendliness to identify defects and possible areas for improvement.

A scene from Usability testing

Internal monitoring

Sony's internal "User Experience (UX) Research Program" allows interested employees to participate in usability testing and online surveys. Through this framework, Sony propels the in-house usability testing process and accelerates improvements in user-friendliness.

Internal standards

The Sony Group's lead product and service designers collaborate to lay out clear in-house standards for optimal user-friendliness. UI design standards and knowledge resources are also available on Sony's internal portal site, which provides all Sony Group employees access to a unified set of standards documentation.

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