The Importance of Research and Service Design

I think there's often this sort of fear of expending these resources on something like a map. And that can be a real issue, right? Because we might actually be setting ourselves up to do a lot of busy design work as opposed to targeted design work. It's very wasteful and it's actually far more financially consuming and involved to do it poorly than it is to invest a little bit of time on the front end. So it can kind of be a catch 22 and kind of frustrating at times.