Insights are only useful when they drive decisions.
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Human-Centered Design
Page 9 of 19
Great design begins with understanding user needs.
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Be comfortable being uncomfortable.
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Good design decisions balance stakeholder, team, and user needs.
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Design ROI requires more than driving design forward.
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Ideation tests our assumptions, but its value lies in generating ideas.
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Design value comes from less than 5% of decisions.
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Stakeholders don’t want insights.
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Design value is hard to create with executive stakeholders.
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Creating design value requires a simple playbook.
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Understanding user behavior isn’t a data point, survey, or interview.
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Win stakeholder support by focusing on these three design areas.
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