Welcome to the other half of your design strategy. I’m Indi Young. I’ve pioneered empathy-based research about the people organizations want to support. I help product leaders think beyond “users” and beyond “user research,” gaining clarity instead about which problems to solve, which behavioral segments of people to support, where the gaps are, and how to branch services and products. I provide this insight by collecting qualitative data into behavioral audience segments and into roadmaps called mental model diagrams. I help clients curate and add to these roadmaps through the decades. I also teach teams how to do this research, teach public workshops, write, speak, and volunteer within the tech industry.