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Innovation Always Starts With Empathy

Wonderful article by Ziba rebutting the recent skepticism on the UCD process:

When Ziba investigates a specific user as part of a design project, the end result isn’t a set of new products, it’s an internal understanding of what that user is like: The challenges she faces each day, the things that excite and concern her, and her motivations and values. If you don’t come out of a research effort feeling like a different person, you’re doing it wrong.

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