A complicated design can usually be decomposed into lots of smaller design choices. But those individual good choices can add up to an overall low-quality design and experience if the bigger picture isn’t continually considered.
All tagged Observe
The First Face of Innovation: The Anthropologist
A designer in the role of an Anthropologist will take the time to really learn about the customer and everything that impacts the customer. Learn about Tom Kelley’s first face of innovation - The Anthropologist.