I really learned a lot from this post. Thank you so much for sharing your thinking and expertise. I’m working on retooling an app right now. This is kind of a stretch project for our studio. We’re a branding agency, not a product development agency. Some of this I already knew, but your thinking on the 4 layers of the process was really invaluable. And the tip on the Jobs-To-Be-Done framework was very helpful. I think this will help me lead our team and produce a better product.