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The first design principle is to put people first. What does this mean? Establishing a direct line of communication between you and your customer is really important. Now, sometimes people will tell you how they feel and what new feature they want, and that's amazing.
Often, you have to dig a little bit deeper to really understand what is underlying the feature request that they have and what is really deeper. Often, that deeper understanding will uncover a lot of clarity and opportunity.
And that by putting people first, by bringing humanity into the product, and by focusing on delight, tools have the ability to actually bring people and companies closer together.
Filmed at PSFK’s CXI 2018 conference: psfk.com