The document summarizes trends in UX tools and methodologies discussed by Josephine Scholtes. It covers four topics: 1) Humanity-centered design focuses on solving problems for societies rather than individuals. 2) Need-based personas categorize users based on shared needs rather than demographics. 3) Inclusive design aims to make designs usable for diverse groups through the design process. 4) Designing to avoid unintended consequences by exploring possible futures and scenarios. The document provides overviews and examples of applying each trend.

1. Trending tools & methodologies for UX
Josephine Scholtes | December 2022

2. Why use tools & methodologies?
Making it
visual
Co-creation
Guidance &
Structure

3. Why should this be interesting for me?

4. J O S E P H I N E S C H O LT E S | C R E AT I V E P M

5. • Customize tech for customers: Conversational
AI, Digital Twins, Mixed Reality etc.
• Global team – manager in US and 50
teammates all over the world
• Work across countries on a project basis ,
ranging from Europe, Americas, Middle East &
Africa etc.
• Work across industries, ranging from retail to
manufacturing to healthcare

7. When I talk about Design Strategy, I mean…
Fuzzy Front End
Search Selection Implementation Capture Value

8. What trends do you see in the field of Design Strategy?

9. Topics for today
Humanity-centered design
Looking at societies instead of individuals
Need-based personas
Categorization based on shared needs
Inclusive Design
Solve for one, extend to many
Unintended consequences
How to foresee unintended consequences

10. Why did it inspire me?
What is it about?
How could you apply or implement it?

11. Humanity-centered design
01

12. • Stepping away from the traditional
‘human-centered’ design
• Solving wicked problems
• Fun fact: Gustavo currently is a strategic
design researcher at IKEA
H U M A N I T Y - C E N T E R E D D E S I G N | W H Y

13. Humanity-centered design is a practice where designers focus on people’s
needs not as individuals but as societies with complex, deep-rooted
problems.
Where “human-centered” puts a face to a user, “humanity-centered” expands this view far
beyond: to the societal level of world populations who face hordes of highly complex and
interrelated issues that are most often tangled up in large, sophisticated, “human-caused”
systems.
Source: Interaction Design Foundation
H U M A N I T Y - C E N T E R E D D E S I G N | W H A T

14. Source: Interaction Design Foundation
H U M A N I T Y - C E N T E R E D D E S I G N | H O W
4 Principles of Humanity Centered Design
Adopt a
people-centered
approach
Make sure to solve
the right problem
Everything is
a system
Do small, simple
interventions to tackle the
most important problem

15. For example, plastic pollution in Ghana:
1. Immerse yourself among the citizens
Adopt a people centered approach
2. Uncover root cause(s) with 5 Whys
Make sure to solve the right problem
3. System analysis to find connections and
knock-on effects
Everything is a system
4. See what works and what brings you
closer to a sustainable solution
Do small, simple interventions to tackle the most important problem
H U M A N I T Y - C E N T E R E D D E S I G N | H O W

16. H U M A N I T Y - C E N T E R E D D E S I G N | H O W
Source: Skoll Centre

17. H U M A N I T Y - C E N T E R E D D E S I G N | H O W
Problem Statement Canvas

18. Need-based Personas
02

19. • Personas are one of the
most famous Design-
Thinking tools
• With that comes that
they can be used
ineffectively. I.e., based on
demographics
N E E D - B A S E D P E R S O N A S | W H Y

21. Need-based personas allow you to go beyond demographic data like age,
living areas, gender, and education, and focus on shared needs. This makes it
easier when designing the new situation and prevents unconscious biases.
The personas can be based on a Morphological Tension Model (MTM) coming from research of
Freud and Salber. This model provides insight into our complex decision making phenomenons
by uncovering the tensions we face in our daily life.
Source: Koos Service Design
N E E D - B A S E D P E R S O N A S | W H A T

22. Source: Morphological Tension Model
N E E D - B A S E D P E R S O N A S | H O W
Six motivations in three pairs or tensions
Acquisition vs. Transformation
The human need for continuity
and safety // The human need
for change
Impact vs. Structure
The human need for individual
intent and personal preferences
// The human need for rules
Ambition vs. Competence
The human need for
understanding of our individual
limits and limitations // The
human need for achievement

23. N E E D - B A S E D P E R S O N A S | H O W
Motivation A Motivation B
Motivation C
Motivation D

24. N E E D - B A S E D P E R S O N A S | H O W

25. How might we customize
an office space based on
the activity taking place?
“I find it difficult to find
meeting rooms that fit my
activity. For example, a meeting,
a workshop or a presentation.”
N E E D - B A S E D P E R S O N A S | H O W

27. Inclusive Design
03

28. • Disability is not a
personal health condition,
but a mismatched human
interaction
• Integrated part of the
design process
I N C L U S I V E D E S I G N | W H Y

29. Inclusive design looks at the diversity of experience that may exclude a
person from using an interface effectively.
Inclusive design is closely related to accessibility, but rather than an outcome, it’s a
methodology for how to approach design. It’s a process for creating a design that can be
used by a diverse group of people. In the digital realm, the process of inclusive design starts
by identifying situations where people are excluded from using particular technologies.
Recognizing that exclusion can happen to anyone depending on the particular circumstances
is a key element to inclusive design methodology.
I N C L U S I V E D E S I G N | W H A T

30. I N C L U S I V E D E S I G N | H O W

31. I N C L U S I V E D E S I G N | H O W

32. Source: Microsoft Inclusive Design
I N C L U S I V E D E S I G N | W H A T
The Persona Spectrum helps us to
understand related mismatches and
motivations across a spectrum of
permanent, temporary, and situational
scenarios.
It’s a quick tool to help foster empathy and
to show how a solution scales to a broader
audience.

33. I N C L U S I V E D E S I G N | H O W

34. I N C L U S I V E D E S I G N | H O W

35. I N C L U S I V E D E S I G N | H O W

36. Unintended Consequences
04

37. • Designers can play a big role in
preventing unintended consequences
• AI ethics
• Fun fact: Susy is currently a UX Researcher
within Meta (Facebook Integrity)
U N I N T E N D E D C O N S E Q U E N C E S | W H Y

38. The term ‘unintended consequences’ was coined by the American
sociologist Robert K. Merton and refers to outcomes that are not the ones
foreseen and intended by a purposeful action. There are many examples of
unintended consequences, both beneficial and detrimental.
Paul Hekkert, professor of form theory at the Industrial Design University in Delft,
acknowledges that designers are very well trained to do several iterations before turning their
prototype into a solid design proposal, but they might lack good training in the societal
implementation of their proposals.
U N I N T E N D E D C O N S E Q U E N C E S | W H A T

39. U N I N T E N D E D C O N S E Q U E N C E S | H O W
Brainstorming exercise for
exploring the future
Ideate about the different scenarios across the
different futures in the Futures Cone:
• Probable = Current Trends, likely to happen
• Preferable = Value Judgements, want to
happen/should happen
• Possible = Future Knowledge, might
happen
• Plausible = Current knowledge, could
happen
• Wild Card = low-probability and high-
impact
Fun fact: in 2017, used this in art school and came up with a scenario that
makes you think of the COVID-19 pandemic – using face masks etc.

40. U N I N T E N D E D C O N S E Q U E N C E S | H O W

41. U N I N T E N D E D C O N S E Q U E N C E S | H O W

42. Summary
Humanity-centered design
Looking at societies instead of individuals
Need-based personas
Categorization based on shared needs
Inclusive Design
Solve for one, extend to many
Unintended consequences
How to foresee unintended consequences

43. Thank you
Josephine Scholtes | Let’s connect on LinkedIn :)