When his brain died, all of the memories held in his gray matter, along with all of the knowledge he had acquired, would simply evaporate in a flood of chemical reactions.
Dan BrownMost clients expect experience design to be a discrete activity, solving all their problems with a single functional specification or a single research study. It must be an ongoing effort, a process of continually learning about users, responding to their behaviors, and evolving the product or service.
Dan Brown