[This post is a rebuttal to one previously written by Jens Martin Skibsted and Rasmus Bech Hansen, "User-Led Innovation Can't Create Breakthroughs; Just Ask Apple and Ikea." — Ed.]
User research has been a critical part of Ziba’s design process for more than 25 years, and we’re not alone. Long before the term User Centered Design (UCD) was coined in the 1980s, the world’s smartest companies have relied on insights gained from their customers to innovate.
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