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…as I ventured deeper into the product universe, I discovered crucial reasons to shine the light of empathy on more than just users.

UX isn’t just for “big” companies with large budgets… it helps build them.

At the end of the day, a user makes only one of two choices about your product;

When most of us hear the word “design” we typically associate it with aesthetically pleasing imagery, creativity, and subjectivity/taste. But…

Things we don’t think are obvious to the user may actually be painfully so…