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Three things we assume about our users

Presented by:

Veronika Jermolina

As humans we are programmed to assume that others are just like us. When we don’t consciously work on addressing this, the products and services we design can alienate customers, lead to social exclusion and perpetuate historical biases. Vero will look at how three assumptions we make as designers have led to poor practices so widespread we probably don’t even notice them.

Vero will conclude that in order to be successful, we need to take personal responsibility, get buy-in from our teams and encourage our employers to create the right culture. Sometimes we may also have to ask for forgiveness, not permission and do the right thing.


February 2019


20 minutes