Be bold
The complexity of a product and having a lot at stake can make it difficult to take risks. This makes it easier to fall prey to the 'focusing illusion."
The focusing illusion is a bias that states that nothing in life is as important as you think while thinking about it. It can prevent you from being bold.
The first step is to force yourself to err on the other extreme.
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This company built medical devices that captured images of the human retina. But the UX was complex, potentially causing errors. Using an iPhone helped them to tap into their network of accomplished app designers and ask for help. Apple noticed the device, and reached out and offered to help. This experience resulted in three key UX take-aways.
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