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  1. Cameron Siguenza
    9th September 2015 @ 7:52 pm

    Great Q&A. A lot of sites and services seem to forget about the importance of the long wow, and everyone in an organization should be focused on understanding and improving the User Experience (UX). I appreciate your work, courses, and blog very much Joe. As Product Manager who loves creating products and services, you have helped me in many ways. Best of luck with the upcoming book launch, I look forward to reviewing it and buying it!

  2. Keith Strachan
    9th September 2015 @ 8:10 pm

    Interesting questions and great answers. the question regarding customer value is an important one. Differentiating between what you or a client thinks the value of a product or tool or service will be is one thing, but it is what the end user believes to be true that matters most. It should be the end user that drives most decisions and this is sometimes lost. Good point.

  3. Monique Good
    9th September 2015 @ 10:30 pm

    Interesting points on the three core attributes of desirability, feasibility and viability. All key to understanding the strategy for building a product users want and are will to use. It takes a right balance of each to sustain the test of quality and time. Overall I appreciate your Think First approach to UX.

  4. Corey Malone
    9th September 2015 @ 10:58 pm

    Think First, love that message to take a step back and not just use our gut or preconceptions. I have had the privilege of working with a small client and growing together. Can’t wait to apply this her business.

  5. Rene Sanchez
    9th September 2015 @ 11:01 pm

    As a fresh Web Developer coming from the InfoSec world of IT, I found all of Joe’s advice, suggestions, and lessons extremely valuable when I took one of his UX Design courses (he now has a Master UX Design course that I’m now taking also). I’ve read a lot of material related to UX and I found the way he delivers his lessons to be the most easily understood and they make so much sense. We’ve all been witnesses to a lot of companies or organizations that have made terrible decisions when it comes to delivering their products or services, and we’ve all seen them fail tremendously. I’ve mostly seen the cause of their failure boil down to someone (or a few) in their organization who did not THINK FIRST!!
    I can’t wait for Joe’s book to come out cause I’ll be one of the first in line to buy it!! And I highly recommend anyone who’s even remotely interested in delivering a successful product or service (no matter what field or industry), to do the same!!!!! Good luck Joe!!

  6. Aisling
    9th September 2015 @ 11:09 pm

    I cannot agree more about the concept of Strategy > UI/Engineering/Just about anything. If you don’t know the five W’s of your project, what do you have? Art, Engineering and Project Managers would all not have proper focus. Having proper strategy leads to proper documentation, a laser focused scope, and a usable UI. Great Q&A!

  7. Juraj P.
    9th September 2015 @ 11:29 pm

    Mr. Natoli told here some very useful information. UX is about users (from that the ‘U’) and the user’s needs have to be the main subject of UX. In the real life, many products are great looking with great features, but when it comes to use them, one can be frustrated, because these “great” products are so unusable. If people would think first about users, their needs and possibilities, I believe, there would be much more really great products. After I read this Q&A with Mr. Natoli, I hope and believe the book Think first will help them both, makers and as a result users.

  8. Raguram
    10th September 2015 @ 2:23 am

    Very practical and meaningful advice. I thoroughly enjoyed reading the article. I am certain that anyone working in the tech industry will be able to relate to all the challenges discussed above. I was particularly impressed with the explanation of feasibility vs viability and “requirements aren’t features”. I couldn’t agree more !

    I wish Joe the best and really look forward to his new book “Think First”. A must read for designers and developers alike.

  9. Gelis Lara
    10th September 2015 @ 5:42 am

    Sometimes we are accelerated and we forget the most important thing in a project, “think first”.
    Good interview. I’m very excited to read the book.

  10. Niyati Gupta Jain
    10th September 2015 @ 5:52 am

    Finally, we will have a book to help us strategize projects! Thanks Joe. We often start creating user journeys, personas and even wireframes before getting all the answers to ‘Why’ questions, perhaps this is because we do not know how to articulate what ‘Why’ questions we need to ask our clients or project stakeholders. Also, very little time is spent assessing how we will eventually measure the success of the project, we only think about this later – and all this needs to change. I look forward to the book launch of Think First and to learn how to build a focused strategy for future projects.

  11. Bill Querry
    10th September 2015 @ 3:52 pm

    Weighing desirability and feasibility as they relate to deliverables is always a challenge. Compromises always have to come into play.

  12. Diana Fanelli
    10th September 2015 @ 4:18 pm

    “….people often confuse requirements with features, but they’re not the same thing.” Thanks, Joe! I try to stress this point with the business groups everyday.

  13. Samuel Barber
    11th September 2015 @ 3:19 pm

    This was a great round of Q & A. It’s great when someone has so much experience and success in a field and they are willing to share their expertise. Think First – ” great UX starts between your ears”, what a strong and powerful message. The article offers such valuable information, I can’t wait for the release of the book.

  14. Alice Casari
    11th September 2015 @ 8:20 pm

    I am a recent graduate and I think it should be introduced in Italian University course which covers these topics. I will read the book and finally go into this interesting topic.
    I believe that to be an excellent web developer user experience studies are needed.
    Thanks Joe and Good Luck!

  15. Suzanne Ankerbrand
    13th September 2015 @ 9:38 pm

    The golden question of UX is WHY. If you don’t know the why, then you haven’t “thought first.” Requirements aren’t features. UX is everyone’s business. Solid points from a well versed subject matter expert! Great interview! Hoping there’s a part 2!

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