My Principles
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A considered customer, is a happy customer. No dark UX patterns.
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Ensure the solution services the business without detriment to the user.
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Not taking problems at face value, asking ‘why?’ (more than 5 times!).
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The best guidance is usually found in the spaces between data sets and opinions.
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People can change behaviour and their actions depending on the situation and emotion.
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Working hard technically in the background so the customer has it easy on the surface.
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Good design and ideas can change lives for the better. It's important to take satisfaction with that and celebrate it with the team.