Spotlight UX

2022-12-01 00:00:00 2022-12-02 00:00:00 America/Toronto Spotlight UX Join us at this exciting online event for designers looking to expand their UX skills. Online FITC EST Online



Bradee has been designing tools for creation for over 10 years across several companies. The one consistent problem she’s observed is the well-intended desire to focus on a generic “Users” – without talking about the goals of the product, service, company or future.

Learn about how you can align your team, bring focus to your project–and be intentional about doing some good in the world– by merging conversations around long-term goals with those about target users together under the umbrella of Challenge People/Cases. We’ll discuss five guiding principles you can use to find your challenge people and cases along with real world use cases.


Learn how to find your Challenge People and Cases to align your team, focus your product and do good in the world.

Five Things Audience Members Will Learn

  1. Designing for the 80% or average User™ is not only a myth, it’s an alignment nightmare, and in the worst case can lead to metrics driven design.
  2. Qualitative test driven design is not the same as metrics driven design, and only works when there are constraints.
  3. Intentionally choosing who you build your product should be a team exercise.
  4. Challenge Users / Cases is not the same as a target market, nor are they personas.
  5. Well articulated Challenge Users / Cases yield qualitative tests.

Target Audience

Anyone who’s struggling to design for “Users” and looking for new approach on project alignment.

Assumed Audience Knowledge

  • Familiar with product design principles.
  • Have work on a team with product managers, designers, go-to-market/marketers.