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Users are consulted only at the final stage
The process is iterative
The design addresses the whole user experience
The design must follow industry trends
Define requirements upfront and avoid changes later
The design should reflect modern technological capabilities
Design addresses only usability, not emotions or experience
Focus on visual aesthetics first
The design is driven and refined by user-centred evaluation
Users are involved throughout design and development
The design team includes multidisciplinary skills and perspectives
Designers rely on intuition rather than explicit understanding
The design is based upon an explicit understanding of users, tasks and environments
The team should aim for rapid deployment above all else
Prioritize business goals over user needs