Designing for the web since 1996

Per Axbom

Senior UX designer and digital strategist, with expertise in interaction design, accessibility and visual storytelling.

Filter the portfolio

Showing all 121 cards

Everything since 1996: projects, templates and tools, talks, publications and awards. Open the filter to see only what is relevant to you.

Template

The Inclusive Panda

Years
2018
View larger: Diagram: the Inclusive Panda, a panda face drawn with circles. axbom.me logo in the corner.

Head, PARTICIPANTS: All people who are taking part in a solution by reading, buying, listening or otherwise engaging. People outside are non-participants.

Snout, INCLUDED: The people you are intentionally designing for, measuring and following up on.

Nose, inside the snout: A segment of the people you are intentionally designing for but who are still experiencing negative impact.

Left ear, EXCLUDED: People who may benefit from the solution but no effort is placed into designing for them. Where the ear overlaps the head: People who manage to use the solution anyway, but could be thrown out any time because you are not looking out for them.

Right ear, UNWANTED: People you do not want using the solution. They could get hurt, or they could hurt others. Where the ear overlaps the head: People who manage to use the solution anyway, putting themselves and others at risk. You may not be aware they're there.

A model for mapping everyone your design affects, not just the people you design for. Drawn as a panda face: participants, included, excluded, unwanted, and the people who are hurt despite your best intentions. Made for my ethics workshops and later part of the handbook Digital Compassion. Free to use, with credit.

Read more
  • The head holds everyone who uses the solution: participants rather than “users”, since people don’t always use things the way you intended.
  • The snout is the people you design for on purpose: your personas and target groups, the people you invite to usability tests.
  • The left ear is the excluded: people who could benefit but aren’t designed for. Some get in anyway and can be thrown out at any time.
  • The right ear is the unwanted: people who could get hurt, or hurt others, by taking part. A reminder to design to keep some people out.
  • The nose is the people you designed for who are still worse off. You can’t foresee every impact, so keep listening and measuring.
  • Why a panda: a symbol of peace and compassion. I often wear a panda t-shirt when I talk about ethics and design.

Back to all work

Work