Service Design Show

There is a dangerous trap in the ways you use to capture the needs of the people you're designing for. Of course, you have constraints and need to make design decisions. And the saying is true that if you're designing for everyone you're essentially designing for no-one. So there are a lot of tools and methods to describe who it is that you're designing for. Personas, empathy maps, customer avatars, user profiles, etc. But when not used mindfully and with care these tools can do more harm than good. The consequence might be that you end up designing services that unintentionally exclude people. Or even worse, cause real harm. As a community that takes pride in being human centered this is not what we signed up for and we need to avoid this at all cost. So in this week's episode Indi Young shares a better approach to defining and describing the people we're designing for. The best part is that it's an approach that you can easily embed in your current practice. If you're serious about human centered des