A lot of teams say they are “user focused” but what they say and what they do doesn’t always line up. When teams build blindly, based on assumption that they don’t validate, it’s a recipe for disaster. The best competitive advantage you can have is to know your users better than they know themselves. Armed with these insights, you can understand where people are, where they want to be, and what’s stopping them. And this is what you need to make a product that people actually want (and pay for) and not a product you hope they need.
More Talks by Sarah

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Anticipatory Design & The Future of Experience
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As technology becomes smarter and smarter, designers are faced with a dilemma … do...

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TopicsEntrepreneurship, Lean, Product Development
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InVision Design Talk: Creating A Habit of Research
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Create a cadence of research with these 3 types of research to do each quarter....

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TopicsEthics, Innovation
What’s the balance between making decisions on behalf of users vs. advising them?...

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Prototypes: Why You Must Fake It Before You Make It
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Leverage a prototype to “fake” your product so you can validate before you build....
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If we face an erosion of trust, can we rebuild rapport through empowerment?...

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Organization Design for Design Organizations: Building & Managing In-House Teams
DisciplineDesign Operations
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As organizations continue to establish and mature their in-house design teams, it...
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