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i sense kind of a pattern in both your books. We can design experiences through the lents of what might be thought of as business decisions, maybe we've eloped an innovative new service or what have you. And then there's another approach that has to do with understanding the needs and expectations of the human beings who are going to be using these things. It is also very much based on framing it without a very specific, well thought out frame. were still going to come up with anecdotal data.
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