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What was the worst user experience in your personal life, Indi Young?

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

"The way to break through biases of all kinds, demographic assumptions, and cultural blindness, is to develop cognitive empathy with people. Listen without judgement, seek to understand their perspective, and find out their personal truth. Let that inform your research."


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