I want to shout out from the mountains about how much I agree with you! This article needs a soundtrack and a drop the mic emoji.

In the interest of not ranting here — I believe that people in our industry often don’t want to do the work of the analysis to truly understand the usability piece. I believe this resistance to doing the work comes from the fact that people don’t really understand and hide behind jargon and buzz words. There is no understanding of the big picture at all and how one needs to build for that.

The irony is that there is so much data to look at to find the answers. But in my country — the industry is all about the concepts and ideas with no substance behind these notions. Buzz words for days and days with immersive experiences for millenials. (Puke).

I love that you wrote this. I hope it makes some people uncomfortable as all get out so that they can realize their vapid approach is flawed and get up and do the work.

Im sharing this link on my LinkedIn. I feel it needs some airtime. *fist bump