A label is really just a word. And we all know words matter.
Plain English is a great way to wear your smarts lightly — and to bring everyone along for the ride.
Sam needed fresh air in his lungs and the weight of a fish on his rod, and I had the ability to give him one of those things. So I did. The solution was simple, but the need was harder to find.
Why are we so insistent on correctly peeled Post-Its? Because these little squares of sticky-backed paper are a key tool of the design thinking trade. We go through boxes at a time, whether working solo, with our team or with clients.
Testing means letting people experience the thing you’ve made, by using it or going through it, while you observe and then ask them about their experience.
Empathy has come a long way since its inception, both the company and the word itself.