Human Drives cards

Human Drives cards

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This “Human Drives” card deck is intended as a source of inspiration for ideation and co-design sessions. The cards are a design tool that stimulates you to think about your users and empathise with them.

People do not buy or use products and services just for the sake of it. They do it in order to reach underlying goals and fulfill deeper needs, which are what we call the human drives. While the products and services can change, these human drives are timeless and universal.

Remembering this leads to a more human-centered view of design. The focus is no longer purely on creating products or services, but more on designing ‘solutions’ that are a good match to these drives.