“In the absence of detailed information, we all work from assumptions about who the user is, what he or she does, and what type of system would meet his or her needs. Following these assumptions, we tend to design for ourselves, not for other people.” – Human Factor: Designing Computer Systems for People by Richard Rubinstein and Harry Hersh

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1. Understanding the specific activity we’re supporting is critical to good design
2. When we advocate for the user, we are simultaneously advocating for our team
3. Better connect with your customers by speaking like people, not like machines
4. Design strategy is about understanding and meeting needs and aspirations