It’s not enough to understand the user, you need to understand the business
During the Golden Age of UX, designers were given a free pass on understanding the intricacies of the business behind the product they were working on. In the Golden Age it was enough just to deeply understand the needs of the “user”. The user was all important and anything that got in the way of the user having the best experience imaginable was considered to be detrimental to the success of the product (from the designer’s perspective).
Jonathan Courtney > medium