“The past” is filled with far more examples of products, innovative thinking, and success stories based on activity-centered research, magic, genius design, and just plain luck than UCD can claim even on its best day.
What’s cheap and easy is the idea that we can dissect a chef’s work and call it a recipe. That we can simply analyze genius and come out with a one-size-fits-all plan for success.
Ouch. Definitely a hit to the old UCD ego, but I couldn’t agree more.
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