SXSW 2020
Design For Individuals Not ‘People’ Using Mindsets
Description:
People demand that the products and services they choose to engage with see them as the unique individuals they are, which means brands must understand Mindsets. Brands can no longer address “millennials” or “retirees” as homogeneous cohorts that share the same values or needs. Everyone has a context that informs their behavior, ranging from environmental to physical to spiritual. Understanding this context is core to designing meaningfully for individuals. This talk will introduce Mindsets: what they are and how to use them. Learn how Mindsets inform people’s behavior in everything from their healthcare choices to where they shop for underwear, and how to use Mindsets to inform design. We will leave you with key tips for how to move from designing for people to designing for individuals.
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Takeaways
- We live in a post-demographic world where understanding peoples' Mindsets is key designing meaningful products and services.
- People make decisions in context and designers need a tool beyond Personas and Segmentation that allow them to understand contexts and design for them
- People demand products and services see them as individuals, which presents a massive design challenge. Mindsets are key to addressing this challenge.
Speakers
- Martha Cotton, Managing Director/Design Research, Fjord
Organizer
Martha Cotton, Group Design Dir, Fjord
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