is the end user of our tool? • What are they trying to achieve? What goal does the user have? • What is the level of knowledge you are building for? What’s the overall knowledge of our user base? • How can we improve adoption rather than imposing a working tool? • Are we building with our users in mind or based on how we would like it to work for us?
It's all about collaboration. Drive smart prioritization. Designers need visibility into the product backlog. Make sure UX participates at every stage. Stick to basic UX design, but remain agile. Incorporate feedback quickly.