In the second edition, we addressed key questions: What do people want? Why do they want it? How do we figure out what’s going to move the needle?
Customer expectations across the web have changed. The way we buy products has changed radically. If you're not getting the desired results, there's a reason.
You have to build the functionality. You have to design things that are easily rolled back. Roll it out, test it, watch it.
There are instances where research is unnecessary - for example, a low-risk change that's quick and does not risk alienating customers. Just put it out there.
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