Best Practice Report

Ingredients Of Great Design: Conquer Six Myths

Principles: The User Experience Playbook

December 15th, 2020
Karine Cardona-Smits, null
Karine Cardona-Smits
Andrew Hogan, null
Andrew Hogan
Kelly Price, null
Kelly Price
With contributors:
Sharyn Leaver , Maxie Schmidt , Melissa Parrish , Harley Manning , Amanda Chen , Amelia Nickels , Shayna Neuburg


Many companies striving to get better at designing experiences won’t. Why? Because they fall for widespread myths about what design is, who should be involved in it, and how to do it well. For example, they believe that design is about look and feel and should only be done by professionals (or the opposite — another myth) or that iterating (which is essential to design and development) is about delivering sooner. Design is about how things work, not just what they look and feel like. And design is as much science as it's art. This report highlights four key principles to help experience design pros overcome common misperceptions about design so your company can thrive on the design revolution.

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