Empathy is not enough - the power of engaging hard-to-reach users
summary
Claim: empathy by itself produces wrong designs; include target users throughout. Methods used are mapping assumptions, testing hypotheses and co-creation with teens and busy moms. Tools: interviews, 2x2 assumption grids, simple prototypes and surveys, five concept experiments and school co‑design sessions. Surprises: 91% of Gen Z are on social media but split into Finsta/Rinsta privacy habits; only a few follow CGI influencers despite headlines about four CGI influencers passing 1M followers. Outcome: multiple concepts are invalidated, new ideas like In My Bag emerge from co‑design and guide which prototypes to build next.
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chapters (12)
- 0:00Intro
- 0:32Welcome
- 4:47Good eggs
- 5:06Social media
- 6:16Bullying
- 8:54Assumptions
- 9:16Mental shortcuts
- 9:51Cognitive biases
- 12:42Mapping assumptions
- 15:14Testing hypotheses
- 20:19Recap
- 24:58Bias blind spot
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