The Importance of Research in the Design Process

Designers and stakeholders today can be a bit too nonchalant about research in the design process. If you plan to design for a product for a certain target audience, that should definitely consider traveling to that part of the world. I often wonder why product owners and UX professionals start designing for a demographic before living the problem. It seems really obvious, but it really is an upbringing culture, differences, personal experiences which contribute to what we do.