Digital products that skip on research, validation and design function in their development and don't embed best UX practices in their process, regardless of their DevOps methodologies are often doomed to accumulate technical debt that will result with bad customer experience, loss of income and eventual failure.

This talk is aimed at everyone who is not a designer, at all levels of software development company, with a goal to show that design is much more than just UI, and how including your designer at an early stage of development process, with focus on end user, greatly influences the final outcome, reduces development time to market by helping developers to write code only once, and helping them before they type in "hello world".