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<!doctype html><html lang="en"><head><title data-rh="true">Pavel Samsonov – Medium</title><meta data-rh="true" charset="utf-8"/><meta data-rh="true" name="viewport" content="width=device-width,minimum-scale=1,initial-scale=1,maximum-scale=1"/><meta data-rh="true" name="theme-color" content="#000000"/><meta data-rh="true" name="twitter:app:name:iphone" content="Medium"/><meta data-rh="true" name="twitter:app:id:iphone" content="828256236"/><meta data-rh="true" property="al:ios:app_name" content="Medium"/><meta data-rh="true" property="al:ios:app_store_id" content="828256236"/><meta data-rh="true" property="al:android:package" content="com.medium.reader"/><meta data-rh="true" property="al:android:app_name" content="Medium"/><meta data-rh="true" property="fb:app_id" content="542599432471018"/><meta data-rh="true" property="og:site_name" content="Medium"/><meta data-rh="true" property="og:title" content="Pavel Samsonov – Medium"/><meta data-rh="true" name="description" content="Read writing from Pavel Samsonov on Medium. 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class="bh l"><div style="position:relative;display:flex" role="link" data-href="https://spavel.medium.com/the-fastest-gun-in-ux-why-your-team-is-telling-the-wrong-story-a13e3c8623b8" tabindex="0"><div class="bh lr ls lt lu"><div class="ab"><div class="lv lw lx ly lz ab q"><div class="ma l"><div><div class="l" aria-hidden="false"><a href="https://uxdesign.cc/?source=user_profile_page---------0-------------bd42bf455aca----------------------" rel="noopener follow"><div class="dq ab"><img alt="UX Collective" class="mb hi hh fo" src="https://miro.medium.com/v2/resize:fill:40:40/1*mDhF9X4VO0rCrJvWFatyxg.png" width="20" height="20" loading="lazy"/><div class="mb l hh hi fm n fl fn"></div></div></a></div></div></div><div class="mc l"><p class="bf b dt z ds">Published in</p></div><div class="l"><div><div class="l" aria-hidden="false"><a class="af ag ah ai aj ak al am an ao ap aq ar md ab q" 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But the contest that really matters is the race towards…</h3></div></a></div><div class="h k"><div class="nm nn no np nq nr ns nt nu nv l"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Jan 13</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/the-fastest-gun-in-ux-why-your-team-is-telling-the-wrong-story-a13e3c8623b8?source=user_profile_page---------0-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>6</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2Fa13e3c8623b8&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fthe-fastest-gun-in-ux-why-your-team-is-telling-the-wrong-story-a13e3c8623b8&amp;source=---------0-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="oh oi oj ok ol l"><div aria-label="Two cowboys are riding away from a crowd of men in pursuit. One asks, but whats the value to the customer? The other shouts, there’s no time for questions, we need to outrun these deadlines"><div class="j i d"><img alt="Two cowboys are riding away from a crowd of men in pursuit. One asks, but whats the value to the customer? The other shouts, there’s no time for questions, we need to outrun these deadlines" class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:160:106/0*8GiJ9YEzTOPhAOqO" width="80" height="53" loading="lazy"/></div><div class="h k"><img alt="Two cowboys are riding away from a crowd of men in pursuit. One asks, but whats the value to the customer? The other shouts, there’s no time for questions, we need to outrun these deadlines" class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:320:214/0*8GiJ9YEzTOPhAOqO" width="160" height="107" loading="lazy"/></div></div></div></div><div class="om j i d"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Jan 13</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/the-fastest-gun-in-ux-why-your-team-is-telling-the-wrong-story-a13e3c8623b8?source=user_profile_page---------0-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>6</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2Fa13e3c8623b8&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fthe-fastest-gun-in-ux-why-your-team-is-telling-the-wrong-story-a13e3c8623b8&amp;source=---------0-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="on bh r oo op oq or os"></div></div></div></div></div></article></div></div></div><div class="ab cn"><div class="hz bh ia ib ic id"><div class="ot bh l"><article class=""><div class="lq l"><div class="bh dp"><div class="l"><div class="bh l"><div style="position:relative;display:flex" role="link" data-href="https://spavel.medium.com/stop-building-features-for-exposure-bd3a68bd27f9" tabindex="0"><div class="bh lr ls lt lu"><div class="ab"><div class="lv lw lx ly lz ab q"><div class="ma l"><div><div class="l" aria-hidden="false"><a href="https://uxdesign.cc/?source=user_profile_page---------1-------------bd42bf455aca----------------------" rel="noopener follow"><div class="dq ab"><img alt="UX Collective" class="mb hi hh fo" src="https://miro.medium.com/v2/resize:fill:40:40/1*mDhF9X4VO0rCrJvWFatyxg.png" width="20" height="20" loading="lazy"/><div class="mb l hh hi fm n fl fn"></div></div></a></div></div></div><div class="mc l"><p class="bf b dt z ds">Published in</p></div><div class="l"><div><div class="l" aria-hidden="false"><a class="af ag ah ai aj ak al am an ao ap aq ar md ab q" href="https://uxdesign.cc/?source=user_profile_page---------1-------------bd42bf455aca----------------------" rel="noopener follow"><p class="bf b dt z hj hk hl hm hn ho hp hq bk">UX Collective</p></a></div></div></div></div></div><div class="ab"><div class="l cl gb"><div class="me mf mg mh mi mj mk ml mm mn"><a class="af ag ah ai aj ak al am an ao ap aq ar as at" rel="noopener follow" href="/stop-building-features-for-exposure-bd3a68bd27f9?source=user_profile_page---------1-------------bd42bf455aca----------------------"><h2 class="bf mo mp mq mr jq ms mt mu mv jv mw jx jy mx my kb mz na nb nc nd ne nf ng nh ni hj hl hm ho hq bk">Stop building features “for exposure”</h2><div class="nj"><h3 class="bf b ge z hj nk hl hm nl ho hq ds">Without a coherent hypothesis for both user outcomes &amp; business impact, a product team’s outputs are waste rather than value</h3></div></a></div><div class="h k"><div class="nm nn no np nq nr ns nt nu nv l"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Dec 11, 2024</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/stop-building-features-for-exposure-bd3a68bd27f9?source=user_profile_page---------1-------------bd42bf455aca----------------------"></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2Fbd3a68bd27f9&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fstop-building-features-for-exposure-bd3a68bd27f9&amp;source=---------1-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="oh oi oj ok ol l"><div aria-label="A monkey finishes typing a page on a typewriter and pulls it out decisively with a ZIIP sound effect"><div class="j i d"><img alt="A monkey finishes typing a page on a typewriter and pulls it out decisively with a ZIIP sound effect" class="bx mb" src="https://miro.medium.com/v2/resize:fill:160:106/0*Zwcfx4e5k6Mhokq5.jpg" width="80" height="53" loading="lazy"/></div><div class="h k"><img alt="A monkey finishes typing a page on a typewriter and pulls it out decisively with a ZIIP sound effect" class="bx mb" src="https://miro.medium.com/v2/resize:fill:320:214/0*Zwcfx4e5k6Mhokq5.jpg" width="160" height="107" loading="lazy"/></div></div></div></div><div class="om j i d"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Dec 11, 2024</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/stop-building-features-for-exposure-bd3a68bd27f9?source=user_profile_page---------1-------------bd42bf455aca----------------------"></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2Fbd3a68bd27f9&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fstop-building-features-for-exposure-bd3a68bd27f9&amp;source=---------1-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="on bh r oo op oq or os"></div></div></div></div></div></article></div></div></div><div class="ab cn"><div class="hz bh ia ib ic id"><div class="ot bh l"><article class=""><div class="lq l"><div class="bh dp"><div class="l"><div class="bh l"><div style="position:relative;display:flex" role="link" data-href="https://spavel.medium.com/a-good-design-is-a-good-essay-197f4bd31c92" tabindex="0"><div class="bh lr ls lt lu"><div class="ab"><div class="lv lw lx ly lz ab q"><div class="ma l"><div><div class="l" aria-hidden="false"><a href="https://uxdesign.cc/?source=user_profile_page---------2-------------bd42bf455aca----------------------" rel="noopener follow"><div class="dq ab"><img alt="UX Collective" class="mb hi hh fo" src="https://miro.medium.com/v2/resize:fill:40:40/1*mDhF9X4VO0rCrJvWFatyxg.png" width="20" height="20" loading="lazy"/><div class="mb l hh hi fm n fl fn"></div></div></a></div></div></div><div class="mc l"><p class="bf b dt z ds">Published in</p></div><div class="l"><div><div class="l" aria-hidden="false"><a class="af ag ah ai aj ak al am an ao ap aq ar md ab q" href="https://uxdesign.cc/?source=user_profile_page---------2-------------bd42bf455aca----------------------" rel="noopener follow"><p class="bf b dt z hj hk hl hm hn ho hp hq bk">UX Collective</p></a></div></div></div></div></div><div class="ab"><div class="l cl gb"><div class="me mf mg mh mi mj mk ml mm mn"><a class="af ag ah ai aj ak al am an ao ap aq ar as at" rel="noopener follow" href="/a-good-design-is-a-good-essay-197f4bd31c92?source=user_profile_page---------2-------------bd42bf455aca----------------------"><h2 class="bf mo mp mq mr jq ms mt mu mv jv mw jx jy mx my kb mz na nb nc nd ne nf ng nh ni hj hl hm ho hq bk">A good design is a good essay</h2><div class="nj"><h3 class="bf b ge z hj nk hl hm nl ho hq ds">Developing a persuasive argument is at the core of how UX creates value. When we shirk that responsibility, we set ourselves up to fail.</h3></div></a></div><div class="h k"><div class="nm nn no np nq nr ns nt nu nv l"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Oct 31, 2024</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/a-good-design-is-a-good-essay-197f4bd31c92?source=user_profile_page---------2-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>6</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2F197f4bd31c92&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fa-good-design-is-a-good-essay-197f4bd31c92&amp;source=---------2-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="oh oi oj ok ol l"><div aria-label="In specific context, the behavior people perform to reach goal has friction — a problem hypothesis. Overcoming the friction improves key result, leading to objective — a business impact hypothesis. Solution provides the capability they need to overcome the friction — a solution hypothesis."><div class="j i d"><img alt="In specific context, the behavior people perform to reach goal has friction — a problem hypothesis. Overcoming the friction improves key result, leading to objective — a business impact hypothesis. Solution provides the capability they need to overcome the friction — a solution hypothesis." class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:160:106/0*qp7ZcZyv8CjtWWoB" width="80" height="53" loading="lazy"/></div><div class="h k"><img alt="In specific context, the behavior people perform to reach goal has friction — a problem hypothesis. Overcoming the friction improves key result, leading to objective — a business impact hypothesis. Solution provides the capability they need to overcome the friction — a solution hypothesis." class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:320:214/0*qp7ZcZyv8CjtWWoB" width="160" height="107" loading="lazy"/></div></div></div></div><div class="om j i d"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Oct 31, 2024</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/a-good-design-is-a-good-essay-197f4bd31c92?source=user_profile_page---------2-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>6</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2F197f4bd31c92&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fa-good-design-is-a-good-essay-197f4bd31c92&amp;source=---------2-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="on bh r oo op oq or os"></div></div></div></div></div></article></div></div></div><div class="ab cn"><div class="hz bh ia ib ic id"><div class="ot bh l"><article class=""><div class="lq l"><div class="bh dp"><div class="l"><div class="bh l"><div style="position:relative;display:flex" role="link" data-href="https://spavel.medium.com/stop-solving-product-problems-start-solving-customer-problems-6c9cf3e28db3" tabindex="0"><div class="bh lr ls lt lu"><div class="ab"><div class="lv lw lx ly lz ab q"><div class="ma l"><div><div class="l" aria-hidden="false"><a href="https://uxdesign.cc/?source=user_profile_page---------3-------------bd42bf455aca----------------------" rel="noopener follow"><div class="dq ab"><img alt="UX Collective" class="mb hi hh fo" src="https://miro.medium.com/v2/resize:fill:40:40/1*mDhF9X4VO0rCrJvWFatyxg.png" width="20" height="20" loading="lazy"/><div class="mb l hh hi fm n fl fn"></div></div></a></div></div></div><div class="mc l"><p class="bf b dt z ds">Published in</p></div><div class="l"><div><div class="l" aria-hidden="false"><a class="af ag ah ai aj ak al am an ao ap aq ar md ab q" href="https://uxdesign.cc/?source=user_profile_page---------3-------------bd42bf455aca----------------------" rel="noopener follow"><p class="bf b dt z hj hk hl hm hn ho hp hq bk">UX Collective</p></a></div></div></div></div></div><div class="ab"><div class="l cl gb"><div class="me mf mg mh mi mj mk ml mm mn"><a class="af ag ah ai aj ak al am an ao ap aq ar as at" rel="noopener follow" href="/stop-solving-product-problems-start-solving-customer-problems-6c9cf3e28db3?source=user_profile_page---------3-------------bd42bf455aca----------------------"><h2 class="bf mo mp mq mr jq ms mt mu mv jv mw jx jy mx my kb mz na nb nc nd ne nf ng nh ni hj hl hm ho hq bk">Stop inventing product problems; start solving customer problems</h2><div class="nj"><h3 class="bf b ge z hj nk hl hm nl ho hq ds">Low-performing teams choose problems based on what they’d like to solve rather than what their customers need.</h3></div></a></div><div class="h k"><div class="nm nn no np nq nr ns nt nu nv l"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Jan 29</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/stop-solving-product-problems-start-solving-customer-problems-6c9cf3e28db3?source=user_profile_page---------3-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>87</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2F6c9cf3e28db3&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fstop-solving-product-problems-start-solving-customer-problems-6c9cf3e28db3&amp;source=---------3-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="oh oi oj ok ol l"><div aria-label="Swiss Army Knife equipped with every attachment possible"><div class="j i d"><img alt="Swiss Army Knife equipped with every attachment possible" class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:160:106/0*htnCdOeCfJJ4NE1D" width="80" height="53" loading="lazy"/></div><div class="h k"><img alt="Swiss Army Knife equipped with every attachment possible" class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:320:214/0*htnCdOeCfJJ4NE1D" width="160" height="107" loading="lazy"/></div></div></div></div><div class="om j i d"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Jan 29</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/stop-solving-product-problems-start-solving-customer-problems-6c9cf3e28db3?source=user_profile_page---------3-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>87</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2F6c9cf3e28db3&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fstop-solving-product-problems-start-solving-customer-problems-6c9cf3e28db3&amp;source=---------3-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="on bh r oo op oq or os"></div></div></div></div></div></article></div></div></div><div class="ab cn"><div class="hz bh ia ib ic id"><div class="ot bh l"><article class=""><div class="lq l"><div class="bh dp"><div class="l"><div class="bh l"><div style="position:relative;display:flex" role="link" data-href="https://spavel.medium.com/techs-stock-crash-and-the-forgetting-trick-5c9e4538e8f6" tabindex="0"><div class="bh lr ls lt lu"><div class="ab"><div class="lv lw lx ly lz ab q"><div class="ma l"><div><div class="l" aria-hidden="false"><a href="https://uxdesign.cc/?source=user_profile_page---------4-------------bd42bf455aca----------------------" rel="noopener follow"><div class="dq ab"><img alt="UX Collective" class="mb hi hh fo" src="https://miro.medium.com/v2/resize:fill:40:40/1*mDhF9X4VO0rCrJvWFatyxg.png" width="20" height="20" loading="lazy"/><div class="mb l hh hi fm n fl fn"></div></div></a></div></div></div><div class="mc l"><p class="bf b dt z ds">Published in</p></div><div class="l"><div><div class="l" aria-hidden="false"><a class="af ag ah ai aj ak al am an ao ap aq ar md ab q" href="https://uxdesign.cc/?source=user_profile_page---------4-------------bd42bf455aca----------------------" rel="noopener follow"><p class="bf b dt z hj hk hl hm hn ho hp hq bk">UX Collective</p></a></div></div></div></div></div><div class="ab"><div class="l cl gb"><div class="me mf mg mh mi mj mk ml mm mn"><a class="af ag ah ai aj ak al am an ao ap aq ar as at" rel="noopener follow" href="/techs-stock-crash-and-the-forgetting-trick-5c9e4538e8f6?source=user_profile_page---------4-------------bd42bf455aca----------------------"><h2 class="bf mo mp mq mr jq ms mt mu mv jv mw jx jy mx my kb mz na nb nc nd ne nf ng nh ni hj hl hm ho hq bk">Tech’s stock crash and the Forgetting Trick</h2><div class="nj"><h3 class="bf b ge z hj nk hl hm nl ho hq ds">Tech leaders often make claims that their track record doesn’t support — but audiences still fall for it every time. Product managers…</h3></div></a></div><div class="h k"><div class="nm nn no np nq nr ns nt nu nv l"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Aug 10, 2024</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/techs-stock-crash-and-the-forgetting-trick-5c9e4538e8f6?source=user_profile_page---------4-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>5</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2F5c9e4538e8f6&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Ftechs-stock-crash-and-the-forgetting-trick-5c9e4538e8f6&amp;source=---------4-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="oh oi oj ok ol l"><div aria-label="Slide from the WeWork fundraising pitch deck labeled “hypothetical illustration of EBITDA”. There is a tiny label that says “future” to mark where the chart of EBITDA changes from actual data to made up, and a big blue arrow labeled AIM TO ACHIEVE TURNAROUND next to the made-up part of the data which is going up after the real data is shown going down for the entire time being tracked"><div class="j i d"><img alt="Slide from the WeWork fundraising pitch deck labeled “hypothetical illustration of EBITDA”. There is a tiny label that says “future” to mark where the chart of EBITDA changes from actual data to made up, and a big blue arrow labeled AIM TO ACHIEVE TURNAROUND next to the made-up part of the data which is going up after the real data is shown going down for the entire time being tracked" class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:160:106/0*sKLBBCGsluCTUTlv" width="80" height="53" loading="lazy"/></div><div class="h k"><img alt="Slide from the WeWork fundraising pitch deck labeled “hypothetical illustration of EBITDA”. There is a tiny label that says “future” to mark where the chart of EBITDA changes from actual data to made up, and a big blue arrow labeled AIM TO ACHIEVE TURNAROUND next to the made-up part of the data which is going up after the real data is shown going down for the entire time being tracked" class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:320:214/0*sKLBBCGsluCTUTlv" width="160" height="107" loading="lazy"/></div></div></div></div><div class="om j i d"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Aug 10, 2024</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/techs-stock-crash-and-the-forgetting-trick-5c9e4538e8f6?source=user_profile_page---------4-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>5</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2F5c9e4538e8f6&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Ftechs-stock-crash-and-the-forgetting-trick-5c9e4538e8f6&amp;source=---------4-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="on bh r oo op oq or os"></div></div></div></div></div></article></div></div></div><div class="ab cn"><div class="hz bh ia ib ic id"><div class="ot bh l"><article class=""><div class="lq l"><div class="bh dp"><div class="l"><div class="bh l"><div style="position:relative;display:flex" role="link" data-href="https://spavel.medium.com/nikes-25b-blunder-shows-us-the-limits-of-data-driven-ad30b6e3d938" tabindex="0"><div class="bh lr ls lt lu"><div class="ab"><div class="lv lw lx ly lz ab q"><div class="ma l"><div><div class="l" aria-hidden="false"><a href="https://uxdesign.cc/?source=user_profile_page---------5-------------bd42bf455aca----------------------" rel="noopener follow"><div class="dq ab"><img alt="UX Collective" class="mb hi hh fo" src="https://miro.medium.com/v2/resize:fill:40:40/1*mDhF9X4VO0rCrJvWFatyxg.png" width="20" height="20" loading="lazy"/><div class="mb l hh hi fm n fl fn"></div></div></a></div></div></div><div class="mc l"><p class="bf b dt z ds">Published in</p></div><div class="l"><div><div class="l" aria-hidden="false"><a class="af ag ah ai aj ak al am an ao ap aq ar md ab q" href="https://uxdesign.cc/?source=user_profile_page---------5-------------bd42bf455aca----------------------" rel="noopener follow"><p class="bf b dt z hj hk hl hm hn ho hp hq bk">UX Collective</p></a></div></div></div></div></div><div class="ab"><div class="l cl gb"><div class="me mf mg mh mi mj mk ml mm mn"><a class="af ag ah ai aj ak al am an ao ap aq ar as at" rel="noopener follow" href="/nikes-25b-blunder-shows-us-the-limits-of-data-driven-ad30b6e3d938?source=user_profile_page---------5-------------bd42bf455aca----------------------"><h2 class="bf mo mp mq mr jq ms mt mu mv jv mw jx jy mx my kb mz na nb nc nd ne nf ng nh ni hj hl hm ho hq bk">Nike’s $25B blunder shows us the limits of “data-driven”</h2><div class="nj"><h3 class="bf b ge z hj nk hl hm nl ho hq ds">The illusion of data as “objective” conceals that it rarely shows you the whole picture. Making decisions based on the easiest data to…</h3></div></a></div><div class="h k"><div class="nm nn no np nq nr ns nt nu nv l"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Jan 29</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/nikes-25b-blunder-shows-us-the-limits-of-data-driven-ad30b6e3d938?source=user_profile_page---------5-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>118</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2Fad30b6e3d938&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fnikes-25b-blunder-shows-us-the-limits-of-data-driven-ad30b6e3d938&amp;source=---------5-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="oh oi oj ok ol l"><div aria-label="Elaine looked stricken. Gina snatched the list from her and wrote: 1. Optimize potential. 2. Facilitate empowerment. 3. Implement visioning. 4. Strategize priorities. 5. Augment core structures."><div class="j i d"><img alt="Elaine looked stricken. Gina snatched the list from her and wrote: 1. Optimize potential. 2. Facilitate empowerment. 3. Implement visioning. 4. Strategize priorities. 5. Augment core structures." class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:160:106/0*GJUZGzVAqP6Kd6yX" width="80" height="53" loading="lazy"/></div><div class="h k"><img alt="Elaine looked stricken. Gina snatched the list from her and wrote: 1. Optimize potential. 2. Facilitate empowerment. 3. Implement visioning. 4. Strategize priorities. 5. Augment core structures." class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:320:214/0*GJUZGzVAqP6Kd6yX" width="160" height="107" loading="lazy"/></div></div></div></div><div class="om j i d"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Jan 29</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/nikes-25b-blunder-shows-us-the-limits-of-data-driven-ad30b6e3d938?source=user_profile_page---------5-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>118</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2Fad30b6e3d938&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fnikes-25b-blunder-shows-us-the-limits-of-data-driven-ad30b6e3d938&amp;source=---------5-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="on bh r oo op oq or os"></div></div></div></div></div></article></div></div></div><div class="ab cn"><div class="hz bh ia ib ic id"><div class="ot bh l"><article class=""><div class="lq l"><div class="bh dp"><div class="l"><div class="bh l"><div style="position:relative;display:flex" role="link" data-href="https://spavel.medium.com/how-pms-can-turn-process-from-a-time-waster-into-their-greatest-superpower-9c310f2eb371" tabindex="0"><div class="bh lr ls lt lu"><div class="ab"><div class="lv lw lx ly lz ab q"><div class="ma l"><div><div class="l" aria-hidden="false"><a href="https://uxdesign.cc/?source=user_profile_page---------6-------------bd42bf455aca----------------------" rel="noopener follow"><div class="dq ab"><img alt="UX Collective" class="mb hi hh fo" src="https://miro.medium.com/v2/resize:fill:40:40/1*mDhF9X4VO0rCrJvWFatyxg.png" width="20" height="20" loading="lazy"/><div class="mb l hh hi fm n fl fn"></div></div></a></div></div></div><div class="mc l"><p class="bf b dt z ds">Published in</p></div><div class="l"><div><div class="l" aria-hidden="false"><a class="af ag ah ai aj ak al am an ao ap aq ar md ab q" href="https://uxdesign.cc/?source=user_profile_page---------6-------------bd42bf455aca----------------------" rel="noopener follow"><p class="bf b dt z hj hk hl hm hn ho hp hq bk">UX Collective</p></a></div></div></div></div></div><div class="ab"><div class="l cl gb"><div class="me mf mg mh mi mj mk ml mm mn"><a class="af ag ah ai aj ak al am an ao ap aq ar as at" rel="noopener follow" href="/how-pms-can-turn-process-from-a-time-waster-into-their-greatest-superpower-9c310f2eb371?source=user_profile_page---------6-------------bd42bf455aca----------------------"><h2 class="bf mo mp mq mr jq ms mt mu mv jv mw jx jy mx my kb mz na nb nc nd ne nf ng nh ni hj hl hm ho hq bk">How PMs can turn process from a time-waster into their greatest superpower</h2><div class="nj"><h3 class="bf b ge z hj nk hl hm nl ho hq ds">Design has no value for a team driven by outputs. But neither does Product. To make the jump to delivering outcomes, Product needs Design.</h3></div></a></div><div class="h k"><div class="nm nn no np nq nr ns nt nu nv l"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Jul 29, 2024</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/how-pms-can-turn-process-from-a-time-waster-into-their-greatest-superpower-9c310f2eb371?source=user_profile_page---------6-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>4</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2F9c310f2eb371&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fhow-pms-can-turn-process-from-a-time-waster-into-their-greatest-superpower-9c310f2eb371&amp;source=---------6-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="oh oi oj ok ol l"><div aria-label="A haggard looking man gestures wildly with the Deloitte Agile Landscape diagram in the background"><div class="j i d"><img alt="A haggard looking man gestures wildly with the Deloitte Agile Landscape diagram in the background" class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:160:106/0*x1KitRUprvi6REp7" width="80" height="53" loading="lazy"/></div><div class="h k"><img alt="A haggard looking man gestures wildly with the Deloitte Agile Landscape diagram in the background" class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:320:214/0*x1KitRUprvi6REp7" width="160" height="107" loading="lazy"/></div></div></div></div><div class="om j i d"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Jul 29, 2024</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/how-pms-can-turn-process-from-a-time-waster-into-their-greatest-superpower-9c310f2eb371?source=user_profile_page---------6-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>4</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2F9c310f2eb371&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fhow-pms-can-turn-process-from-a-time-waster-into-their-greatest-superpower-9c310f2eb371&amp;source=---------6-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="on bh r oo op oq or os"></div></div></div></div></div></article></div></div></div><div class="ab cn"><div class="hz bh ia ib ic id"><div class="ot bh l"><article class=""><div class="lq l"><div class="bh dp"><div class="l"><div class="bh l"><div style="position:relative;display:flex" role="link" data-href="https://spavel.medium.com/what-have-we-already-tried-is-the-most-powerful-product-question-you-can-ask-f4cdd31f3a47" tabindex="0"><div class="bh lr ls lt lu"><div class="ab"><div class="lv lw lx ly lz ab q"><div class="ma l"><div><div class="l" aria-hidden="false"><a href="https://uxdesign.cc/?source=user_profile_page---------7-------------bd42bf455aca----------------------" rel="noopener follow"><div class="dq ab"><img alt="UX Collective" class="mb hi hh fo" src="https://miro.medium.com/v2/resize:fill:40:40/1*mDhF9X4VO0rCrJvWFatyxg.png" width="20" height="20" loading="lazy"/><div class="mb l hh hi fm n fl fn"></div></div></a></div></div></div><div class="mc l"><p class="bf b dt z ds">Published in</p></div><div class="l"><div><div class="l" aria-hidden="false"><a class="af ag ah ai aj ak al am an ao ap aq ar md ab q" href="https://uxdesign.cc/?source=user_profile_page---------7-------------bd42bf455aca----------------------" rel="noopener follow"><p class="bf b dt z hj hk hl hm hn ho hp hq bk">UX Collective</p></a></div></div></div></div></div><div class="ab"><div class="l cl gb"><div class="me mf mg mh mi mj mk ml mm mn"><a class="af ag ah ai aj ak al am an ao ap aq ar as at" rel="noopener follow" href="/what-have-we-already-tried-is-the-most-powerful-product-question-you-can-ask-f4cdd31f3a47?source=user_profile_page---------7-------------bd42bf455aca----------------------"><h2 class="bf mo mp mq mr jq ms mt mu mv jv mw jx jy mx my kb mz na nb nc nd ne nf ng nh ni hj hl hm ho hq bk">“What have we already tried?” is the most powerful product question you can ask</h2><div class="nj"><h3 class="bf b ge z hj nk hl hm nl ho hq ds">To find product pitfalls without creating waste, use UX research to understand what your org has already tried and how those efforts…</h3></div></a></div><div class="h k"><div class="nm nn no np nq nr ns nt nu nv l"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Jun 20, 2024</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/what-have-we-already-tried-is-the-most-powerful-product-question-you-can-ask-f4cdd31f3a47?source=user_profile_page---------7-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>4</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2Ff4cdd31f3a47&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fwhat-have-we-already-tried-is-the-most-powerful-product-question-you-can-ask-f4cdd31f3a47&amp;source=---------7-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="oh oi oj ok ol l"><div aria-label="A clear cube with the sides marked depth of use cases, breadth of use cases, and design &amp; development process. A blue prism marked “MVP” shows that depth in the process dimension is the key to a successful launch."><div class="j i d"><img alt="A clear cube with the sides marked depth of use cases, breadth of use cases, and design &amp; development process. A blue prism marked “MVP” shows that depth in the process dimension is the key to a successful launch." class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:160:106/0*-ijsPXlwPbjiNUoO" width="80" height="53" loading="lazy"/></div><div class="h k"><img alt="A clear cube with the sides marked depth of use cases, breadth of use cases, and design &amp; development process. A blue prism marked “MVP” shows that depth in the process dimension is the key to a successful launch." class="bx mb" src="https://miro.medium.com/v2/da:true/resize:fill:320:214/0*-ijsPXlwPbjiNUoO" width="160" height="107" loading="lazy"/></div></div></div></div><div class="om j i d"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>Jun 20, 2024</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/what-have-we-already-tried-is-the-most-powerful-product-question-you-can-ask-f4cdd31f3a47?source=user_profile_page---------7-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>4</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2Ff4cdd31f3a47&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Fwhat-have-we-already-tried-is-the-most-powerful-product-question-you-can-ask-f4cdd31f3a47&amp;source=---------7-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="on bh r oo op oq or os"></div></div></div></div></div></article></div></div></div><div class="ab cn"><div class="hz bh ia ib ic id"><div class="ot bh l"><article class=""><div class="lq l"><div class="bh dp"><div class="l"><div class="bh l"><div style="position:relative;display:flex" role="link" data-href="https://spavel.medium.com/low-fidelity-design-is-higher-up-the-value-chain-fdf1824c6aa1" tabindex="0"><div class="bh lr ls lt lu"><div class="ab"><div class="lv lw lx ly lz ab q"><div class="ma l"><div><div class="l" aria-hidden="false"><a href="https://uxdesign.cc/?source=user_profile_page---------8-------------bd42bf455aca----------------------" rel="noopener follow"><div class="dq ab"><img alt="UX Collective" class="mb hi hh fo" src="https://miro.medium.com/v2/resize:fill:40:40/1*mDhF9X4VO0rCrJvWFatyxg.png" width="20" height="20" loading="lazy"/><div class="mb l hh hi fm n fl fn"></div></div></a></div></div></div><div class="mc l"><p class="bf b dt z ds">Published in</p></div><div class="l"><div><div class="l" aria-hidden="false"><a class="af ag ah ai aj ak al am an ao ap aq ar md ab q" href="https://uxdesign.cc/?source=user_profile_page---------8-------------bd42bf455aca----------------------" rel="noopener follow"><p class="bf b dt z hj hk hl hm hn ho hp hq bk">UX Collective</p></a></div></div></div></div></div><div class="ab"><div class="l cl gb"><div class="me mf mg mh mi mj mk ml mm mn"><a class="af ag ah ai aj ak al am an ao ap aq ar as at" rel="noopener follow" href="/low-fidelity-design-is-higher-up-the-value-chain-fdf1824c6aa1?source=user_profile_page---------8-------------bd42bf455aca----------------------"><h2 class="bf mo mp mq mr jq ms mt mu mv jv mw jx jy mx my kb mz na nb nc nd ne nf ng nh ni hj hl hm ho hq bk">Low fidelity design is higher up the value chain</h2><div class="nj"><h3 class="bf b ge z hj nk hl hm nl ho hq ds">Designers going all-in on user-facing high fidelity visuals are abandoning their most powerful tool for influencing strategy</h3></div></a></div><div class="h k"><div class="nm nn no np nq nr ns nt nu nv l"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>May 21, 2024</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/low-fidelity-design-is-higher-up-the-value-chain-fdf1824c6aa1?source=user_profile_page---------8-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>4</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2Ffdf1824c6aa1&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Flow-fidelity-design-is-higher-up-the-value-chain-fdf1824c6aa1&amp;source=---------8-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="oh oi oj ok ol l"><div aria-label="Two feedback loops with UX in the middle. One is called Opportunity Definition and is with internal customers such as stakeholders providing requirements and UX providing lofi designs to push back. One is with external customers such as users with UX providing hifi design and taking measurements of changes to behavior on response."><div class="j i d"><img alt="Two feedback loops with UX in the middle. One is called Opportunity Definition and is with internal customers such as stakeholders providing requirements and UX providing lofi designs to push back. One is with external customers such as users with UX providing hifi design and taking measurements of changes to behavior on response." class="bx mb" src="https://miro.medium.com/v2/resize:fill:160:106/1*w-apB3pMbAtZM6TB-Yrnrw.png" width="80" height="53" loading="lazy"/></div><div class="h k"><img alt="Two feedback loops with UX in the middle. One is called Opportunity Definition and is with internal customers such as stakeholders providing requirements and UX providing lofi designs to push back. One is with external customers such as users with UX providing hifi design and taking measurements of changes to behavior on response." class="bx mb" src="https://miro.medium.com/v2/resize:fill:320:214/1*w-apB3pMbAtZM6TB-Yrnrw.png" width="160" height="107" loading="lazy"/></div></div></div></div><div class="om j i d"><span class="bf b dt z ds"><div class="jl ab hb ae"><div class="ab q oa"><span>May 21, 2024</span><div class="h k j i d"><div class="dq nw nx ab q"><div class="fm ny nz ab q oa"><div class="ax nx ob l fo"></div></div><a class="fm lh nz ab q oa" tabindex="-1" rel="noopener follow" href="/low-fidelity-design-is-higher-up-the-value-chain-fdf1824c6aa1?source=user_profile_page---------8-------------bd42bf455aca----------------------"><div><div class="ab" aria-hidden="false"><div class="ab q oc"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="#6B6B6B" viewBox="0 0 16 16"><path fill="#6B6B6B" d="M12.344 11.458A5.28 5.28 0 0 0 14 7.526C14 4.483 11.391 2 8.051 2S2 4.483 2 7.527c0 3.051 2.712 5.526 6.059 5.526a6.6 6.6 0 0 0 1.758-.236q.255.223.554.414c.784.51 1.626.768 2.512.768a.37.37 0 0 0 .355-.214.37.37 0 0 0-.03-.384 4.7 4.7 0 0 1-.857-1.958v.014z"></path></svg><span>4</span></div></div></div></a></div></div></div><div class="ab q od oe"><div class="h k j i d"><div><div class="bm" aria-hidden="false"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fbookmark%2Fp%2Ffdf1824c6aa1&amp;operation=register&amp;redirect=https%3A%2F%2Fuxdesign.cc%2Flow-fidelity-design-is-higher-up-the-value-chain-fdf1824c6aa1&amp;source=---------8-------------bd42bf455aca----bookmark_preview------------------" rel="noopener follow"><svg xmlns="http://www.w3.org/2000/svg" width="25" height="25" fill="none" viewBox="0 0 25 25" class="ds of og" aria-label="Add to list bookmark button"><path fill="currentColor" d="M18 2.5a.5.5 0 0 1 1 0V5h2.5a.5.5 0 0 1 0 1H19v2.5a.5.5 0 1 1-1 0V6h-2.5a.5.5 0 0 1 0-1H18zM7 7a1 1 0 0 1 1-1h3.5a.5.5 0 0 0 0-1H8a2 2 0 0 0-2 2v14a.5.5 0 0 0 .805.396L12.5 17l5.695 4.396A.5.5 0 0 0 19 21v-8.5a.5.5 0 0 0-1 0v7.485l-5.195-4.012a.5.5 0 0 0-.61 0L7 19.985z"></path></svg></a></span></div></div></div></div></div></span></div></div></div><div class="on bh r oo op oq or os"></div></div></div></div></div></article></div></div></div><div class="ab cn"><div class="hz bh ia ib ic id"><div class="ot bh l"><article class=""><div class="lq l"><div class="bh dp"><div class="l"><div class="bh l"><div style="position:relative;display:flex" role="link" data-href="https://spavel.medium.com/dont-make-data-driven-product-decisions-build-a-data-driven-semantic-environment-3220d177b73f" tabindex="0"><div class="bh lr ls lt lu"><div class="ab"><div class="lv lw lx ly lz ab q"><div class="ma l"><div><div class="l" aria-hidden="false"><a href="https://uxdesign.cc/?source=user_profile_page---------9-------------bd42bf455aca----------------------" rel="noopener follow"><div class="dq ab"><img alt="UX Collective" class="mb hi hh fo" src="https://miro.medium.com/v2/resize:fill:40:40/1*mDhF9X4VO0rCrJvWFatyxg.png" width="20" height="20" loading="lazy"/><div class="mb l hh hi fm n fl fn"></div></div></a></div></div></div><div class="mc l"><p class="bf b dt z ds">Published in</p></div><div class="l"><div><div class="l" aria-hidden="false"><a class="af ag ah ai aj ak al am an ao ap aq ar md ab q" href="https://uxdesign.cc/?source=user_profile_page---------9-------------bd42bf455aca----------------------" rel="noopener follow"><p class="bf b dt z hj hk hl hm hn ho hp hq bk">UX Collective</p></a></div></div></div></div></div><div class="ab"><div class="l cl gb"><div class="me mf mg mh mi mj mk ml mm mn"><a class="af ag ah ai aj ak al am an ao ap aq ar as at" rel="noopener follow" 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