Shape-changing User Interfaces (UIs) are maturing in application and complexity, and therefore are becoming a tangible reality with regards to commercialization and design in a wider context. Current prototypes support a variety of bespoke interactions and are extensively tested, but applications for these constructs are often limited to the research scenario, and within the limitations of academic institutions. Engaging with a wider audience to develop novel UIs and applications is a valuable addition to the early design process, and can elicit new directions for research. Additionally, focusing on the user fulfils a requirement for developing a User-Centred Design methodology for shape-change, as it presents novel challenges for interaction design. This position paper calls for early adoption of such processes to support the emerging technology of shape-change, and for the formation of a collaborative UCD working group in this field.