100 percent agree. We often get too focused on the tactical that we don’t understand what a user is really trying to do. If we get too focused on the tactical, all of our improvements will be of the 5–10% kind. But if we can discover deep, overarching issues, we might be able to move the needle many times more.

FiscalNote, where I am head of UX & Design, has a mix of SaaS and consumer products. The lessons here apply to both situations, and our product development philosophies and methodologies don’t change. We follow a user-centered design process in both instances.