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Paying better attention to the problem by Indi Young

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Want to see Indi Young’s talk "Paying better attention to the problem"? Then this is your lucky day. This is her speaker session from the From Business to Buttons conference 2021.

Indi Young talks about how there is no such thing as an average user, and therefore you should not exclude users outside of the average. She reminds us to not only design for our target group because that will hurt and exclude people. We should instead study human behavior and how we really are. Only then can we design for the right purpose and thinking style. And what is their purpose? Something that they want to create for themselves or others.