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User Research

Should we still characterise audiences?

Personas, jobs-to-be-done, segmentations… there are numerous ways in which design teams characterise audiences. But just how useful are these characterisations when designing for today’s challenges?

Don’t outsource design to your users

It’s crucially important that research be part of design, but it shouldn’t lead or even replace it. User-centred design shouldn’t be confused with a user-led design process.