This is great and represents, IMHO, the key to building a great UX. I also believe ethnographic methods are the best weapon in a UX expert arsenal. There's litt

This is great and represents, IMHO, the key to building a great UX. I also believe ethnographic methods are the best weapon in a UX expert arsenal. There's little value in evaluating a UI built on wrong assumptions. I hope this "grows", in Adobe and in other companies. Enough of design being about the latest fad, or deciding what the user "wants"/"needs" based on hunches, or - at the root - building products based on assumptions about "people" without systematically studying them. We have the methodology to really understand users and to leave engineer-driven digital products behind. This is really what design is about; form follows function, and we've been deciding what the "function" is all wrong.