Define Success Before You Design
Every design decision should trace back to a clear outcome.

Outcomes are not features; they are changes in human behavior.

A good outcome might be: “A first-time user completes their first transaction in under two minutes without calling support.” A bad one: “We need a checkout button.”

Before wireframing, ask:
- What does success look like for the user?
- What does failure look like?
- How will we measure it?

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