Chapter 2. Understanding Markets and Customer Expectations

In Chapter 1, we established that digital products such as websites and mobile apps should be designed and developed in a way that meets the needs of the organization’s customers. This was probably not earth-shattering news: no matter what your role in interactive work, you most likely already wanted to deliver something that people like to use.

But when I mentioned markets, you might have started to wonder whether this book is for you. Fear not: understanding markets and customer expectations does not require you to wear a tie and become a business expert.

Every businessperson should understand markets and customers. And while you may not always think of yourself this way, designers, ...

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