Expanding our understanding of “The User”
The User Isn’t Who You Think They Are
We talk about “the user” all the time.
But let’s be honest—most of us still picture someone scrolling through a screen.
It’s the default image: a single person, eyes on a device, moving through an interface. But that’s only one part of the story. In reality, users are parents juggling bedtime routines while ordering groceries. They're nurses navigating hospital systems during emergencies. They're people surrounded by noise, pressure, and unpredictable environments.
Our products don’t exist in a vacuum.
They live in ecosystems—connected to other people, systems, and moments we don’t always see. And when we design with tunnel vision, we miss out on what truly makes an experience work (or fall apart).
That’s what this workshop is about.
On May 7, join Sena Aydin Bergfalk for a hands-on session that will help you expand your perspective of who “the user” really is. You’ll explore how context, environments, and indirect interactions shape experience—and how shifting your lens can make your work more meaningful, more impactful, and more respected.
What you’ll walk away with:
Tools and frameworks from systems thinking and service design
A real-world case study (plus a chance to apply the approach to your own work)
Clear strategies for connecting UX to business outcomes
A more powerful way to advocate for UX within your org
Whether you're a researcher, designer, strategist, or just someone who's tired of feeling like UX is undervalued—this workshop is your chance to shift the narrative.
Come rethink “the user.” Come rethink your impact.
