Do all product teams need to invest in UCD at the same high level?
Absolutely not. Investment in UCD involves a business decision. When beginning a project, executives and/or project teams need to establish their competitive advantage objectives, and these objectives should inform the level of investment in UCD. For instance, if one objective is to provide the easiest-to-use product on the market, the design project will likely require a substantial investment in UCD. On the other hand, if the goal is to offer the least expensive product in the market, then the project will naturally require a smaller investment in UCD. Establishing competitive advantage objectives and planning the UCD effort accordingly is critical to the success of all projects.
