- Taking every bit of customer feedback and implementing it.
- Design by committee.
- Listening to only what users say and not observing what they actually do.
- Not starting with a problem statement or reframing the problem.
- Going with the first decent idea.
- Not understanding human factors – the way people think, make decisions, behave, perceive, cognitive biases, etc.
- Not using a hierarchy of information.
- Not asking the right questions.
- Not talking to the right users.
- Not talking to any users.
- Leading users in design research with your own agenda.
- Being biased.
