Who’s not in the room? Build better products by engaging hard to reach users
summary
Four concrete methods: map assumptions to surface blind spots, convert ideas into Madlib-style hypotheses and flag the riskiest assumptions, run quick tests on five candidate concepts (from >100 ideas and 20 concepts) and run three co-creation workshops with high school students. Key surprises: teens rarely use the word “bullying,” they maintain separate fake Instagram/real Instagram accounts and CGI influencers flop with most teens. A student idea called "in my bag"—an availability/status signal—emerges as a viable direction.
AI-written summary · about
chapters (8)
- 0:00Start
- 1:31What the Ad Council Is
- 3:35Teen Bullying Prevention
- 8:30Double Down on Social Media
- 15:39We'Re Drawn to Details That Confirm Our Own Existing Beliefs
- 16:32Map Assumptions
- 20:38Riskiest Assumption
- 29:35Test Multiple Hypotheses
related talks
30mEmpathy is not enough - the power of engaging hard-to-reach users
32mUnderstanding our users
48mPrototyping the future(s)
24mTiny tots have thoughts too!
42mDesign Thinking for teams who want to create their own products
28mDesigning for Impact: Harnessing Collaboration & Innovation
43mDesigning the Right Product
28mAdvice from a young designer to younger designers