Flo Plenk

When it comes down to a user-centered development, there's only one thing that should be focused on; the user. By collecting and analyzing data of the user behavior, you can combine the company/product perspective (inside-out) with the users/market perspective (outside-in). However, insights are only valuable, when they are brought into a company effectively. This is why I always prefer working closely with developers, analytics and designers, to address the user right. When your user needs don't match your business model, either your target group or your model has be changed.