August 10, 2020

People, and the frameworks we use for understanding people, are at the heart of effective strategy and design work.

We’ve previously explored how there is no average person, which makes it challenging to use personas and archetypes to qualify an audience or user.

Why is it so difficult to group people together?

Because driving our inherent complexity is the intersectionality and fluidity of who we are.

People are complex & fluid

Often when designers or strategists talk about people or users, there’s a tendency to assume that people fit into neat, one-size-fits-all boxes that describe behaviour and experiences universally within that group. For instance, you might hear a product team talk about how something could work better for new moms, or for people from New York who don’t like pizza, more
By Lee Dale, Kate Matesic

Lee Dale, Kate Matesic

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