Set the Research Aflame (Matthew Ovington)

One of the challenges of product design is ensuring customer insight is baked into the design process. Typically it’s a researcher or other UX practitioner who gathers and communicates customer insight. However, this is only one input into the design process—product owners, developers, testers, and business analysts all contribute to the design process by bringing their own perspectives and priorities. Customer insight, business value and technical feasibility must all align. (uxbooth.com)