core skills- research
Without research, you're just doing it with the lights off.
Call them what you like: users, consumers, customers, friends or foes. Understanding them is pretty much the foundation of your business. But you’d be surprised how often companies don’t see it as a vital component of the design process, usually due to the cost.
Here’s a little secret – it won’t cost a lot when done right! Whether budgets are large or small, there is always a solution.