Medical Product Changes Stemming from User Centered Design Live from MD&M BIOMEDigital: a startup, a consultancy, and a large brand owner talk about how interacting with end users changed their medical device and machinery designs. Apr 6th, 2021 At this week’s MD&M BIOMEDigital, industry experts held a discussion on the role of user centered design (UCD) in next-gen medical product development. As Tor Alden, global design, engineering and human factors lead at HS Design, Inc., explained, UCD is a methodology that focuses on gaining a deeper understanding of the product end user. It outlines the phases throughout a design and development life cycle in that creating a product that fits within the user's environment. Some of the key benefits are: