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Derek Martin

Derek Martin
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Recent Posts

“If everything seems under control, you’re just not going fast enough”

There are many reasons to like the agile development process. Its focus on adding value to a “minimum viable product” in iterative sprints is a great way to avoid waiting until the end of a...

By now you likely know all about the importance of the user experience (UX) in product design. Another angle on making your organization user-centric that’s getting more attention is CX, for...

 Persona non grata: Five pitfalls to marketing personas and how to avoid them

Imagine a complete view of every digital interaction you have with your customer. Imagine every step of the customer journey feeding data into your Customer Relationship Management (CRM) database,...