Successful digital initiatives are rooted in an understanding of user characteristics, needs and challenges. User-centered design — also referred to as design thinking or human-centered design — starts with getting to know the people you are designing for through conversation, observation and co-creation. Information gathered through this engagement leads to building, testing and redesigning tools until they effectively meet user needs. By designing with the users, and not for them, you can build digital tools to better address the specific context, culture, behaviors and expectations of the people who will directly interact with the technology. Designing together means partnering with users throughout the project lifecycle, co-creating solutions, and continuously gathering and incorporating users’ feedback.