FJ van Wingerde

Designing for the 100%

Friday, March 24 1:15 pm – 1:35 pm

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Session Summary

“Designing for everyone means designing for no-one”.
“You can’t design for more than 4 personas.”
“You have to make choices who this is for.”
And then I had to make websites for everyone who had an electricity or gas account.
Or ever got sick.
Or had a credit report. Now what?

After three runs on these crazy briefs, I’d like to share my strategies and experiences for what I call ‘Designing for the 100%’. What is achievable, what is totally not, some other amazing examples of this out there, and what in the end really matters when taking this on.

About the Speaker

Having started as a software developer of user interfaces, 20 years later I am a User Experience and Product designer, leader, and strategist. I have worked on sites and apps for telecommunications, healthcare, automotive, energy, and most recently in consumer finance. I still love solving the puzzle of how to make something so usable it first delights and then gets out of the way, as much as when I started in this field.