I love this statement in the first paragraph: “…we’re here to help get the product flow and structure right. That we want to make sure that the complex product we want to build is going to be delivered in a way that gives customers the best chance of being successful. Then when it’s time for UI, we’ll be more confident about what’s being built.”
While it’s somewhat inferred throughout this article, one thing that is not directly pointed out here is the idea that things can only be improved if they can be measured. Defining success for a project is equally as important as creating user flows that be directly inline with users’ goals.
Great article, by the way.