User-centric design means deciding what to build from how people actually behave in the situation, rather than from what the system is capable of. For screens that distinction is unusually sharp, because the situation is so unforgiving.
Nobody arrives at a signage screen intending to use it. They are walking, queuing, carrying something, possibly late. That context sets the whole design: one idea per screen, legible at the distance people actually stand, and an interaction that can be abandoned halfway without cost. Interfaces that assume attention are designing for a person who is not there.
The caveat is that "user-centric" is the most-claimed and least-tested property in the category. It means nothing without observation, and observing is cheap: stand near the screen for an hour and count how many people look. The answer is usually lower than anyone expected, and more useful than any amount of workshop.
Watch specifically for the gap between what people are offered and what they want at that moment. A kiosk offering the full catalogue to someone who only wants to know if their size is in stock is user-centric in intent and useless in practice.