David Travis has written a fable that “follows a young man’s journey as he discovers the three secrets of user-centred design”.

“Many years ago, I read a book by Kenneth Blanchard & Spencer Johnson called The One Minute Manager. The book is an allegory about good versus bad management. It describes the journey of a young man who wants to learn how to become an effective manager.

Sitting at home one day, I found myself musing on what Blanchard & Johnson would have to say about user-centred design. Like management, user-centred design is ostensibly simple, yet when it comes to great user experiences many people do it incorrectly. And as with management, there are some simple but powerful rules.

This fable is the result of my thinking. I’ve retained the narrative structure of The One Minute Manager and if you know the book there are some other similarities you’ll discover. But above all, it’s a simple description of the secrets of user-centred design. I hope you en- joy it, apply it and pass it on.”

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