There is no average person; why designing with intersectionality in mind is critical by Lee Dale

For decades we've been designing products for an average person that does not exist. As society has continued to evolve towards individualism we must design with intersectionality in mind to serve increasingly diverse markets.

One of the most common ways to approach product and service objectives is to create personas and conduct research based on 'average' target users. But this approach falls apart when you consider that every person has a variety of shifting needs, identities, and contexts of use.

This session will explore the challenges, opportunities, and methods of bringing an intersectional, inclusive approach to your research.

Lee will highlight the research behind prioritizing individuals over averages and how inclusive research practices can grow the impact of your work. You'll leave the talk with an improved understanding of markets, new approaches to opening up market access, and insights on how to deliver products and services that better serve increasingly diverse markets.

Lee wearing a black buttoned shirt and looking off camera.

Lee Dale

Lee's bio

We live in an age where technology and online engagement have shifted traditional markets to become more diverse and engaged than ever. Learning and moving faster than most organizations, evolving consumer markets typically outpace the capacity of internal teams to deliver exceptional experiences. That’s where Lee comes in.

Lee works with leaders to improve technology decision-making, increase market engagement, and grow operational effectiveness. The result: market-leading products and services that win increasingly diverse markets.

In addition to Lee's advisory and volunteer work supporting the next generation of diverse professionals and business leaders, Lee is CEO at Say Yeah, a digital management consultancy that focuses on bringing inclusive design practices to public and private-sector organizations.

When Lee's not working, he's most likely DJing multi-hour-long house music mixes to fuel an upcoming dance party or a long run.