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When creating digital products and services, the first advice everyone will give you is to “think user-centric!”. This is true and it should start with having a clear picture of who your users are. This fundamental challenge in product strategy and design often degenerates into a hasty, pro forma activity to tick the box of user centricity.
Based on her experience in digital product strategy, Mira Buerger highlights how a good or bad idea of who your users are can have a massive business impact. She outlines how considering diverse and marginalized groups is way more than a nice-to-have task in product strategy and explains which tools you can employ to create more accurate user representations, depending on what kind of product you want to get to market.
/ Understanding of how crucial accurate user representations are for creating successful products and services.
/ Insights into why cliche user representations help no one involved, neither the users nor the people delivering a product.
/ Tools and ideas for creating more accurate user representations.
/ A reminder to the fact that there are no shortcuts for user centricity!