Service designer Linn Vizard: 'Designers are the cartographers of today'

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Service designer Linn Vizard: 'Designers are the cartographers of today'

UX and service designer Linn Vizard of Bridgeable spoke at the Service Design Congress about mapping in service design: “Just like a cartographer, a designer makes a visual elaboration with which you navigate. Mapping provides a foothold in a complex world, but that is also the major pitfall.”

Vizard started her presentation with a quote from social scientist Herbert Simon: “design is moving from existing situations to preferred situations.” Vizard explains: “As a designer you explore and visualize a landscape in which you determine where you want to go. Designers make the invisible visible and the implicit explicit. They show where the gaps are by making insights clear and tangible. For this we use empathy maps, mental models, experience maps, strategy roadmaps, journey maps, stakeholders maps…. But why do we use maps so much?” Vizard asks the audience.

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