Start With the Human
The product is not the starting point. Human difficulty is.
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Do Not Start With the Product
The product is not the starting point. Human difficulty is.
Watch What People Do, Not Only What They Say
People often describe solutions using the vocabulary they already know. Behavior reveals the problem underneath.
Friction Is Where Product Thinking Begins
Every unnecessary friction is a design question.
Do Not Ask What We Can Add
A mature product does not prove itself by how much it contains. It proves itself by how little the human has to carry.
The Human Should Not Have to Think Like the System
Complexity belongs to the system before it belongs to the human.
Respect Existing Human Behavior
Good products do not punish people for being human.
The Best Feature May Be the One That Disappears
The best product often disappears into the outcome.
Build Less. Understand More.
Do not ask what else we can build. Ask what no longer needs to be this difficult.