Design intent and user intent are frequently at odds.
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Human-Centered Design
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The most accurate answer to design questions is often 'It depends.'
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Measurement doesn’t define Design.
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The value of design often gets lost in translation.
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Good design is rarely simple.
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Talking to users isn’t the only way to uncover their why.
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Product teams frequently overlook user perceptions.
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Design is evolving.
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“Would you agree that…”
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Show me the money.
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Design value can be unlocked by defining success.
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Compare designs to show improvement and build trust.
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