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SXSW 2019

User Design is Dead

User centered design is dead. Yes, we said it. And we meant it.
It’s not that we’re anti-users, of course. User centered design is critical to the success of most—if not all—products. As product designers we obsess over user experience every day. But the user is just one piece in a large and complicated puzzle which is the product journey. Other pieces are made up of many stakeholders that contribute to a product’s ultimate success—from caretakers to decision makers, retailers to manufacturers. If anyone in the chain has a poor experience, your product’s success is put at risk. So let’s start a battle: user centered design versus stakeholder-centered design. Join us and we promise to challenge your perceptions on user design through examples of companies managing all stakeholders.

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  1. Let’s unpack the process of understanding stakeholder needs and then integrating those needs into the product-development process.
  2. Learn how to map out every step of the product journey and identify the stakeholders. What questions should you ask? We’ll tell you.
  3. Requiring input from all key stakeholders rather than from a single type of user leaves you with a bonus—more types of people to learn from!



Jessica Pantages, Marketing , M3 Design

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Design
  • Level: Intermediate
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