“Most [clients] expect experience design to be a discrete activity, solving all their problems with a single functional specification or a single research study. It must be an ongoing effort, a process of continually learning about users, responding to their behaviors, and evolving the product or service.” – Dan Brown

Dan’s quote is one of many cited by Whitney Hess in her excellent article “10 Most Common Misconceptions About User Experience Design.”

1. User Experience is about more than just finding the best solution for your users
2. Designs should intice passion and make people feel engaged and energized
3. The real value of a product consists of far more than the product’s components