Designers are sharpening knives for the wrong fight

A few weeks ago I sat on a call with a company that had spent two and a half years and four design iterations building and re-building a product. About forty minutes in, one of their engineers chimed in and echoed a mantra I’ve said many times and one that plenty of people smarter than me have shouted for decades because its the most important mantra in the world of creating products: just … Full Product UX article at UX Collective »