Why personas stop innovation—what to do next.
Zakary Kinnaird

Not everyone (most) have the cognitive pre-disposition for creative thinking and or ideation required for true innovation and as such their role as designers ends with user research, journey maps, personas and other methods that don’t require high cognitive thinking.

You could call them the grunts of UX design or UX researchers.

But designers gifted with natural creative thinking should not limit themselves to the common methodologies and processes of UX but instead think outside the box as much as possible and trust in their abilities to create extraordinary things.

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