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Chapter 3. Knowing Your Customers: Princ... > You Are Not Your Customers

You Are Not Your Customers

One of the most important things that design teams must learn is that they are not the customers. Although it might sound obvious, this idea is not always integrated into the way design teams work. Customers do not have the same experiences, do not think the same, do not talk the same, and do not perform things in the same way as the design team does. This means that design teams cannot rely exclusively on their own intuition and experience when creating Web sites.


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