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 j

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.

five states:

Well, you’re in luck, because you can jump inside the head of Rowling while she wrote The Order of the Phoenix. A sample page of her handwritten plot spreadsheet surfaced online in 2010. The columns dividing the spreadsheet consist of chapter numbers, story timeline, main plot points, subplots, and chapter titles (Figure 4-2).[75]

“OK, why is this a problem? “What do we know about this?” “Do we have data about this in our logs, do we have things that confirm or deny this, is the picture fuzzy?”

books about products and creativity. Here’s a

when we make a behavior simpler to perform, the ability of the person increases

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).

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