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Indi Young

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Product Strategy & Adventure

Some orgs list what they want to achieve — their mission — and think of it as their strategy. It’s not. Strategy is about people.

Jul 26

photo of snow-covered alps jutting up above some low clouds, with green trees and a tiny road sign in the foreground

Jul 26

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Where Do the 3 Concept Types Come From?

How do we know this categorization is exhaustive of everything going on inside someone’s cognition?

Mar 28

Half of a jawbreaker candy showing a shell, two layers, and a core. Each of these four layers is labeled: Description layer (explanation, scene setting, facts), Expression layer (opinion, preference, perception, belief, attitude), Almost Cognition (generalized or implied cognition), and Interior Cognition (inner thinking, emotional reactions, guiding principles).

Mar 28

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Define Value Beyond “faster-easier-efficient-scalable”

Why does the tech world only think of value in these terms?

Jul 22, 2023

Value definition from caption as text on top of a green background

Jul 22, 2023

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Your Org’s Strategic Direction Is Based on Research

This article was written in conjunction with Kunyi Mangalam.

May 22, 2023

Illustration asks the question, “What influences org strategy?” There is a cloud at the bottom right of the illustration that surrounds a circle labeled “org strategy.” Ten arrows point to this circle, each labeled with items from the essay, such as leadership, board members, economic events, political events, etc. Two of these arrows come from “market research” and “design strategy research.” UX research (typically tactical) finds & fixes problems between solutions and people.

May 22, 2023

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Archetypes Don’t Have Photos, but Characters Do

Develop a cast of characters that represent archetypes you want to support

May 5, 2023

four archetypes. 1: Let’s Do This Correctly (It’s frustrating when not everyone is aware & following the rules.) 2: Positive Experience for Everyone (I recognize we are not in control during air travel, so I go out of my way to help people & create a positive experience.) 3: In the Bubble (I need flights to be stress free — and keep my own stress/chaos from affecting others.) 4: Use My Time Wisely (I want to fit everything into the day, get stuff done, and keep moving if plans get changed.)

May 5, 2023

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Insta-Personas & Synthetic Users

The ways you cannot use ChatGPT (etc) for Design Research

Apr 13, 2023

Left-right horizontal arrow with four labels on it denoting four “levels” of harm: mild, serious, lasting, systemic. This diagram is in flux, and I’d love feedback on the wording and labels. (For example, “mild harm” contains harms like annoyance, confusion, being pestered, and frustration. Maybe that’s not “mild.”

Apr 13, 2023

Which Kind of Research? (Or None at All?)

Start your next research project in the right direction using this flow chart

Mar 28, 2023

Flow chart, described in detail below.

Mar 28, 2023

Recognizing Subjective Research

Pop culture fails to prove or disprove anything because they reach for poor research technique

Mar 27, 2023

Two double-ended arrows, one representing quantitative research and the other representing qualitative research. Definitions of the kind of knowledge generated by each is below each arrow. Quant is defined as “quantity, amount, scale.” Qual is defined as “patterns, regularities, differences.” The key point of the diagram is that each arrow is a continuum from subjective to empirical. And for Qual, subjective tends to take the form of a couple of anecodatal stories.

Mar 27, 2023

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Time to Listen — Chapter One (excerpt)

This is an excerpt from chapter one of my book “Time to Listen.” You can read more about the book and register to receive launch…

Mar 3, 2022

Time to Listen — Chapter One (excerpt)

Mar 3, 2022

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A Powerful Lens: People’s Purpose

Purpose is a way of framing how you look at something that brings so much more clarity of perception. When I say, “purpose,” I mean what a…

Jan 30, 2021

A Powerful Lens: People’s Purpose

Jan 30, 2021

Indi Young

Indi Young

Qualitative data scientist, helping digital clients find opportunities to support diversity; Time to Listen — https://amzn.to/3HPlESb www.indiyoung.com

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