Author: Taeya Dukes

Over the past few years, I’ve lost count of how many times I’ve heard that a new technology is about to change everything. Right now, it’s artificial intelligence. Before that, it was automation. Before that, digital transformation. Working in product design has taught me something I didn’t fully appreciate when I started my career. Technology rarely fails because the technology itself isn’t good enough. More often, it fails because we’ve misunderstood the people we’re trying to build for. Businesses are spending millions improving their digital products. Yet customers still abandon applications halfway through, struggle to navigate simple processes or quietly…