Your customers are the keys to your business’ success. But when it comes to understanding them — particularly in times of rapid change — there’s no linear path. Though it may be difficult to resist the urge to rush into diagrams and wireframes, personas and journey maps, even usability testing, sometimes you need to “Go slow to go fast.” Here’s why.

Jonathan Kochis leads a team of UX researchers and product designers at, and through clients big and small, has uncovered the damage that these blind spots can have on an organization’s productivity and revenue. In today’s digital landscape, businesses must be able to answer the question, “How do customers adapt?”, in order to drive their transformation.

Now more than ever, customers are changing and growing. Learn how businesses can meet them where they are in our Masterclass, UX: Shifting to a Customer-Centric Mindset. Watch the full video right here. ⤵ (embed link)

This Masterclass guides innovators, entrepreneurs and industry pros through answering the following questions:

What does it mean to be customer-centric?

Learn the difference between being Customer-Centric vs. Product-Centric.

What can go wrong when we’re not customer-centric?

Understand the true cost of lost productivity on products, projects and updates that don’t serve your customer’s needs.

How do we get there?

Calibrate your business priorities with customer needs at the forefront. Get valuable advice for leadership and teams.

What has to happen from a methodology perspective?

Your design process has to begin with empathy. “Spend time learning the things that matter to customers. You could uncover an entirely new opportunity to design solutions for them. Empathy doesn’t come from data alone.”