As we start our second day of usability test, and even though it is a routine at :ratio, I keep noticing how humbling it is to watch people experiment with a service, every single time.
Each minute spent in doing research and talking to the actual people who will use your design brings its own insight, validation, surprise or satisfaction.
The only alternative is designing as a diverse team, when YOU are the actual user. And even then, it does not account for the diversity of behaviours.
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