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Using Opportunity Maps: People, Purpose, Patterns, & Problems

TUE 21.9.
17:00 - 17:40
Lucerna Great Hall
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Product strategists must embrace two truths before they can shift to better design metrics: We often create the same average experience for an average user, and the speed we work at has made us neglect thinking styles besides our own. While most organizations track how well they are doing as a system, they fail to track how well they actually help people achieve their purpose and where their products are doing systemic or discriminatory harm. 

In this talk, Indi will discuss how to use an Opportunity Map to reveal the diversity in people’s behaviors and motivations around a particular goal. At the same time, it allows an organization to assess its own capacity and that of the broader market for supporting a diversity of needs. You’ll learn how to augment different thinking styles with AI technologies to deliver differentiated solutions that better match various user behaviors to tailored experiences. The result allows people to feel heard and allows businesses to measure their success against a more impactful metric — how well people accomplish their own purpose with the least amount of harm.

Indi Young

Design Strategist & Inclusivity Researcher

Indi is a researcher who coaches, writes, and teaches about inclusive product strategy. Her work is rooted in the problem space where the focus is on people, not users. Indi pioneered opportunity maps, mental model diagrams, and thinking styles. Her way of approaching the problem allows teams to truly pay attention to people, without letting cognitive bias and assumptions creep in. Indi has written two books, Practical Empathy and Mental Models. Her next book, Assumptions Aside, will cover thinking styles. She builds knowledge and community via a series of live online advanced courses about the importance of pushing the boundaries of your perspective. She was one of the founders of Adaptive Path, the pioneering UX agency. You can follow her on Twitter @indiyoung and access many resources on her website as well as at


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