“(…) brands have to take the lead in innovation with a strong and consistent vision, and outlined several reasons why it’s actually detrimental to listen to your users. I have to admit, their examples are compelling, but are they correct? How do we reconcile their claims with what we know about the value of design research and user-centered design? (…) I surmise that the pioneers of innovation really did have inspiration, intuition, hypotheses, hunches and non-linear thinking on their side. These are traits I would consider a part of a tinkerers’ personality.”
Simply following a set of UCD processes and creating the obvious UX deliverables doesn’t lead anywhere.