Luis Costa

It turns out that being able to put something tangible in the hands of your potential (or assumed) customer gives you infinitely more valuable data than just researching and documenting, then trying to build assumptions from that. Let me be clear: in both cases we are just making assumptions. We do not really know what our poten…

…ual product, we figured out that even though it was nice to “have the user in mind” when designing, the useful data came from the first user tests, not the research. In fact, more often than not, the personas and other documentation just started gathering dust whil…

…either through new offerings or new forms of customer experience — creative approaches work better. If you want to do something that is truly new, to create value in a way that has never been done before, to lead rather than follow, and to reframe customer expectations, you need the tools of design. Some management consultants understand this, and are experimenting with design. But it is not enoug…