Let's pretend our user's name is Jane. Let's pretend she is 38 years old, drives a purple Prius, reads mystery novels, loves bulldogs, and likes to go sailing. Let's pretend she comes to our website and likes feature A but not feature B. Therefore, we should develop more things like feature A. See? We're very customer-centered.and an outline of the entire piece: - Not conducting any customer research - Making decisions based on made-up user profiles - Conducting the wrong type of research - Using predefined tasks in usability tests - Not inviting stakeholders to attend usability tests - Not prioritizing findings from usability tests - Not relating research to business objectives - Missing the larger strategic picture via Good Experience
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