Rethinking Users

Rethinking Users introduces a radical new approach that questions some of our most fundamental ideas about the nature of user experience.

This book, plus the cards and exercises that come with it, are a toolkit for a new way of thinking about users, user experience, and design. It’s an approach we call user ecosystem thinking.

112 pages plus 24 cards, in a boxed set.

What is user ecosystem thinking?

User ecosystem thinking challenges the notion that simple, direct relationships between people and products are normal in today’s socially and technologically interconnected world. Rethinking Users offers a new perspective that embeds all users in a framework of complex, linked experiences. These experiences have design ramifications we often overlook.

Who is this book for?

We created Rethinking Users to inspire designers, innovators, and entrepreneurs to re-imagine what user experience means for your products or services, and to help you serve your current or future users in new and wonderful ways.

It’s practical, engaging, thought-provoking, and fun.

Check out our interview with dscout

From 1:1 to 1:Many—Humans, Artifacts, & Ecosystems Thinking

Authors

Rethinking Users - Cover_Author Illustrations_Author Illustrations_Author Illustrations.png

@mike_youngblood

Michael Youngblood

Author • Michael Youngblood holds a PhD in cultural anthropology from the University of Wisconsin-Madison and has worked in design and innovation consulting since the year 2000. His first book, Cultivating Community, is an ethnographic study of people’s complex roles, motivations and experiences in a massive, grassroots social movement.

Benjamin Chesluk

Author • Benjamin Chesluk earned his PhD in cultural anthropology at the University of California-Santa Cruz. Since 2005 he has been conducting anthropological research to understand and improve health care. He is also the author of Money Jungle, an anthropological study of the redevelopment of New York City’s Times Square.

@NadeemHaidary

Nadeem Haidary

Designer & Illustrator • Nadeem Haidary holds a BFA in industrial design from Carnegie Mellon University and has worked in design consulting and technology since 2010. He has contributed work to Data Flow 2 and Drawing Ideas and earned worldwide press for his exploration of data-driven flags.

User Feedback

What we’re hearing about Rethinking Users

“This work is one of those that is disarmingly simple, important and something whose time has come! Bravo!”

Melissa Cefkin

Senior Staff Researcher, Waymo

“I bought the book and love it. I've been on a complex project involving different stakeholders in Supply Chain, and this has been a beautiful opener for not just where to look for meaningful impact in human experience, but how. Deep, big thanks.”

Shelley Sather

Ethnographer and Innovation Strategist • New York

“We highly recommend this book—it not only shows us WHY we should stop thinking of users as individuals and instead see them as networked beings, it shows us HOW to do it.”

Erin B. Taylor

Finthropology • The Hague, Netherlands

“Earlier this week, I watched a profound demo of a new book called "Rethinking Users"…HIGHLY RECOMMENDED for all product and system designers!”

Annalie Killian

VP Strategic Partnerships, sparks & honey • Dijon, France

“I went to a fantastic workshop by the authors! I would highly recommend this book. The 'Ambient User' has definitely pushed me to think differently.”