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User Research is not “asking customers what they want”

Published on | Prototyping: From UX to Front End — Medium sarah arnegard Let’s say we are trying to optimize a process our internal sales team uses. This mysterious and legendary process has oodles of steps we aren’t sure are necessary, legacy systems that have been human-centipeded together, and a sales team that has been using it for years. If you simply asked these customers what they wanted, what do you think would happen? Their current process is their entire context. It’s like asking a fish what vessel to refill his aquarium
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