When I teach courses on user centred design the delegates are often surprised that reduced development and design costs is a key benefit of the approach. This is important though because investing in the activities that really drive improvements in customer experience (such as customer insight research, mental modelling, prototyping and user testing) can seem onerous if you don’t appreciate this pay back.
Einstein (yes that Einstein) sums it up nicely:
“If I had only one hour to save the world, I would spend fifty-five minutes defining the problem, and only five minutes finding the solution.”
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