Key Points: <ul> <li> Digital experiences are not like traditional customer interactions, it is immediate, there is a lot of competition, and expectations are really high — needs to start with user research.</li> <li> You don’t know them as well as you think you do.</li> <li> Your research is product-focused, not user-focused.</li> <li> Your users/market may have changed — not a one-and-done.</li> </ul>

How do I create UI that is quick and easy to use?

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