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Art or science?
Many have the feeling that creative processes are more about art than science. You find inspiration in the shower. Most of the work is done in the morning. After that the whole thing just has to be done. In reality it’s not so easy. Ideas are first generated in a structured process and then tested. The second step, user testing, is extremely important. This is the only way to notice at an early stage whether the product works for the target group and whether it has added value or not. This saves a lot of time and money.
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