“Paradoxically, when we advocate for the user within our product or service development teams, we are, in effect, simultaneously advocating for the team to our users.” – Michael Cummings

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1. User experience is the center of gravity of a project
2. We need to observe behavior in order to support it in design
3. What makes people passionate, pure and simple, is great experiences
4. It is important to confine user interactions to appropriate complexity
5. Designers must completely immerse themselves in the point of view of the user