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Stop designing services before you ask your beneficiaries what THEY want

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Описание к видео Stop designing services before you ask your beneficiaries what THEY want

Imagine a company that designs a product, builds it, prices it, and only then asks "who might want to buy this?" You'd think they were mad.

Yet charities do this constantly. They design services, write funding bids, hire staff, and only afterwards think seriously about who their beneficiaries actually are and what they specifically need. No personas. No understanding of fears, motivations, barriers. Just assumptions about what "people like that" probably want.

If you wouldn't run a business by guessing what customers need, why would you run a charity that way? Start with the people you exist to serve. Make personas. Then design services that actually fit their lived experience and needs.

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