"Designers need to understand the customer benefit in the fullest sense and then craft experiences that maximize the benefit to people."
http://www.fastcodesign.com/1672597/11-rules-for-great-ux-design-adapted-from-an-original-mad-man
http://www.fastcodesign.com/1672597/11-rules-for-great-ux-design-adapted-from-an-original-mad-man