Giant iron-bird dropping gifts from our ancestors (mr.Cannibal)

Are they the only one?

 We often implement features without understanding 

why and for who.
 

..and we are tempted to jump into a solution 

before or without understanding the problem

Successful design requires deeply understanding and working within the situational context and not blindly applying generic rules.

The ultimate goal is to optimize a user's experience of a system, product or a process.

Understanding the user's perspective

Roles, Goals and Tasks.

exercise

Don't follow the cult!