time, cost, quality, and scope.

Hillman likens this belief to the dichotomy between observing lions in the zoo and how they behave in the wild: Imagine going to see the lions on display in the zoo. Now imagine seeing the same species of lion in the wild on an African safari. Technically, you’re looking at the same animal both times. But they behave differently in the wild than

Mitch Stein, who was the director of human interface technologies for Apple in the 1990s and coined the phrase “user experience,” explained a very similar process:[32] This is key. First, assimilate: You don’t ask the user what they want — you go out and live with them and literally become the user. You do it with a wide-angle lens. You do it not

following details are getting out in the open:

In other words, loops can also be used for activation and retention.

At the end [of the product definition meeting], leave with: What you’re doing. Why you’re doing it (problems you’re trying to solve). What success looks like (quantitatively and qualitatively).

If we accept that a digital product’s purpose is to serve a customer (and I hope that you can after all of the history we’ve explored together), then a product designer’s primary job is to understand the audience they’ve chosen to serve.

Taste is when you’ve amassed enough of those cultural influences that you start to believe the ideas and the cultural synthesis comes from within. The moment that happens, you stop observing.

Here are four broad principles that you can use to make sure your copywriting starts off on the right foot.