UX expert Gareth Dunlop explores the challenging question faced by many a designer: what do customers actually want?
The classic criticism levelled at consultants of many hues is that they ask for your watch, then tell you the time. They are notorious for asking lots of questions and reporting back with little more than a glorified transcription in a 50-page report, 40 pages of which are part of an off-the-shelf template.
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