Fifteen years after the classic UX axiom was coined, the tools of our trade have evolved from static screens to generative interfaces and spatial computing. Yet, the fundamental rule remains: you are not your user. In 2026, as we navigate the complexities of AI agents and synthetic data, remembering this has never been more critical—or more challenging
Author: Juan Fernando Pacheco
I am Juan Fernando Pacheco, a Business Development Manager, Senior Product Designer, and UX Designer with 20+ years of experience working on user-centered experiences, developing products and services driven by research and design.
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