Democratising research and design can help organisations create more user-centric products and improve business outcomes. However, it's not always clear how to go about democratising these processes, and this topic is often a source of contention for designers.

Jobs To Be Done (JTBD) is a powerful framework for understanding why people buy and use products. At its core, JTBD is based on the idea that people "hire" products to get a job done. By understanding the job a person is trying to do, designers can create products that better meet their customers' needs.

An understanding of psychology, and how users behave and interact with digital interfaces, is something you can consider when designing. So, instead of making people adapt to our designs, we can use these key psychology principles as a guide, where our designs are adapted to people.