The traditional way of building software focused on requirements, driven by a competitive view of the market, and responded to perceived needs with additional features and functions. Our new way of developing products focuses on people first: on spending lots of time with them in order to build an almost intuitive sense for their emotional journey. We design with that journey and those emotions in mind, and as a result, we can produce great products that people love.

—Jon Kolko, Understanding our product design strategy and ecosystem.