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According to the user-centred design (UCD) philosophy, users should be involved as much as possible in the different stages of the design process, to optimize the likelihood that design proposals will be appreciated by users. In this paper, first we consider some challenges and questions that are raised by this general guideline. Next, we summarize outcomes of an ongoing project that addresses the question of when and how to involve the user in the design process. We report UCD opinions and practices in industry. In addition, we present work in progress aiming to develop tools and guidelines that should support design departments in industry to develop design proposals that optimize the fit-to-context. This includes a study investigating the effects of realism and animation of concept representations on user feedback. These studies help us to get a better understanding of when and how to involve users in the design process.