Simple-talking database development: Let the end-user design a relational schema by using simple words.

•A user-centered approach to assist end-users design a relational database structure is proposed.•A prototype end-user development tool that adopts the approach is designed.•An experiment is conducted on two expertise-related user groups to examine their performance.•Non experienced users performed a little better than experienced users.•Gender did not significantly affect performance. Perceived ease of use and usefulness were high.