User Research is Overrated
Jonathan Courtney

Nice post.. have been managing projects for years and have to say that I agree — almost all of that up front research collects dust while the process moves on. And as soon as something visual and tangible comes into play then we can begin to gather some real interactive and useful feedback. The next challenge is having clients follow through with this protoype feedback that we hear and collect. Great data and insight is only half the battle — getting clients/stakeholders to have the discipline to follow through with it is the big win. I’m sure we’ve all been there where, amazing Brand Guides are created only to have clients start making exceptions and tweaks and as time goes by and you cringe at what they’re putting out there : )

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