What's the value of research? What about the 'genius' of the designer or 'gut instinct'? The process of experience design gives us the insights we need to disrupt ourselves. We're good at knowing how to design, but we’re not so good at knowing what to design–especially when it comes to creating meaningful things with lasting value. Understanding people is hard, because empathy moves. It isn’t a fixed moment. We already have the answers, the insight comes from us, but first we have to become problem seekers, not problem solvers.
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