A few years ago I heard one piece of advice that really stuck with me, ‘Never design for yourself’. At the time of being told this up until embarrassingly recently, I didn’t understand the reasoning behind this; I always wondered why if I had experienced a problem whilst partaking in an interest or throughout day-to-day life, I shouldn’t take that forward as a project. Ultimately, there is nothing stopping you, however, you are more likely to miss the bigger picture. This is where understanding the primary user leads to the creation of a far more valuable solution. …

James Hoare

Product Designer with a Passion for User Experience

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