I believe that effective design is both data-driven and user-centric, thriving on collaboration and iteration. My experience has shown that the most successful projects are those that consistently prioritize the end-user. While it’s tempting to become attached to initial solutions, skipping research or testing can lead to missed opportunities. Early designs often fall short because, at the outset, the problem is not yet fully understood. By conducting thorough research, engaging with users, collaborating across teams, and developing prototypes, we can ensure the project remains focused, adaptable, and ultimately successful.