Robin Rendle challenges designers to step back from rote process and instead consider what will help the end result. Journey maps, personas, wireframes, and the like—they’re only useful if they actually improve the experience that gets to customers. These are only thinking tools—a means to an end—yet they often get treated with the weight of the product itself: So design artifacts are only useful if progress is made but often these assets lead nowhere and waste endless months investig...
