Immature product teams make the same mistake: They want users to understand their products but refuse to understand their users.

Unvalidated design assumptions are risky design solutions.

Art is self-centeredDesign is user-centered

Testing your design assumptions is a good business habit.

Validating your design assumptions is a good business habit.

If you think user research is expensive, you should look at the cost of building the wrong thing.

Writing is like designing. Use the users' language.

No user testing is the agile way of wasting your development budget.

No usability testing is the agile way of wasting your development budget.