Most teams misunderstand user needs.
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Human-Centered Design
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Data after launch? Too late.
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You can’t simplify your way out of complexity.
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Most teams say they build value for the user. Few can prove it.
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Design can speak for itself.
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Consensus kills design.
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Design’s biggest lie is that process equals progress.
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Design’s mandate is shifting fast.
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Design is a connector.
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Design is simple with focus. Focus is hard though.
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The big insight you’re chasing isn’t worth it.
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Design needs new ideas.
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