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The Usability Delusion: Customers Don’t Actually Know What They Need (and That’s Completely OK!)

The Usability Delusion: Customers Don’t Actually Know What They Need (and That’s Completely OK!)

Customers’ suggestions is formed by biases, feelings, and familiarity with the established order. Nice UX design requires balancing empathy with imaginative and prescient, utilizing consumer insights as a information—not the rulebook.

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