Stop building on hope: The user needs method for building the right thing

Most product teams don’t fail due to poor design, weak research or bad engineering – they crash because they build the wrong thing on a foundation of hope. In this high-energy session, discover how unreliable self-reports and opinion-led decisions fuel catastrophic failures. Drawing on Scientific Design principles, learn an evidence-led playbook for the AI era: prioritise observed behaviour over assumptions, standardise user needs and trace every feature to measurable outcomes. Launch products that truly succeed and ditch hope for validated insight.