The Great Steps of User-Centered Design: Step 1. Recognize that business results depend on making your users happy. Step 2. Realize that you are not your users. Step 3. Learn about your users by interacting with them. Step 4. Make the findings of this research understandable and actionable. Step 5. Make decisions based on this newfound user knowled

This research suggests that product trios, when faced with a new outcome, should first start with a learning goal (e.g., discover the opportunities that will drive engagement) before being tasked with a performance goal (e.g., increase engagement by 10%). This approach can be particularly helpful because it’s common to have uncertainty around the b

While defining the functional job correctly is important, uncovering the customer’s desired outcomes (the metrics they use to measure success when get the job done) is the real key to success at innovation.