LET’S PRETEND: USING PERSONAS TO PLAY WITH PROBLEMS Carolyn Chandler, Mira Fitness Anna van Slee, Sideshow Collectibles Designers are problem solvers. It can be tempting to think that the people we are solving for are predictable participants in the solution, but the...
BOUNDED IRRATIONALITY IN EVERYDAY MOMENTS Michelle Kittrell, Researcher at American Family Insurance Everyone deals with bounded irrationality in everyday moments. It’s so common that we may not realize it. When it happens we may shrug our shoulders and blame it on a...
