We do this in short bursts at key points of the design process. It's not 15 minutes every 15 minutes for months. It may be every 15 minutes for a day or two - c

We do this in short bursts at key points of the design process. It's not 15 minutes every 15 minutes for months. It may be every 15 minutes for a day or two - constantly trying to hone the details and the experience so it's just right. You have to be selective about this, but when you get it right it's incredibly effective. Enjoyable too. It's like working with clay - molding, cutting, and shaping right before your eyes.