Before a single pixel is drawn, you must become a temporary anthropologist. Goodwin advocates for over surveys. Surveys tell you what (maybe); interviews tell you why .
In designing a medical device, the engineering team wanted to focus on the "Doctor" (high status). Goodwin forced them to focus on the "Nurse" (high frequency, low authority). By solving the Nurse’s fear of making a fatal error, the product became easier for the Doctor too. Before a single pixel is drawn, you must
This phase produces "Key Path Scenarios" (the happy path) and "Validation Scenarios" (error states, edge cases). Before a single pixel is drawn
Goodwin took Alan Cooper’s persona concept and made it brutal. She argues that ; designing for "everyone" results in mediocrity for everyone. Before a single pixel is drawn, you must