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SXSW 2020

Humans, not Users: Unbreaking UX Design

User Experience Design has become the driving force behind successful products – at the expense of happiness, mental health and purposefulness.

UX has led us to use a certain vocabulary: Instead of seeing human beings with goals and attitudes, we see users. We use words like subscribers, subs, visitors, spenders, whales or even just “traffic” or “installs” to refer to them. We assign a role to them. UX design dehumanizes people.

Human Experience Design is a new way of looking beyond the user. By switching perspective and enabling purpose, HX design can help designers to create products for humans, not users. In his talk, Johannes Ippen explores real-world examples, shows techniques and exercises and why planning a beach trip should not end at the road sign on the highway.

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  1. Switching perspective helps you to become a better designer. Look at the product from the side of your user, not the other way around.
  2. Designing for KPIs is a trap – opt for data-informed design, never data-driven design.
  3. Enable purpose. Look beyond your product. What else do people use to reach their goals? And how can you integrate?



Johannes Ippen, Founder & Designer, Human Deluxe Design Studio

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Design
  • Level: Beginner
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