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Leading the Design of a Category-Defining Product - Make it stand out Early Point C design displaying active timeline and confirmed benefit selection https://images.squarespace-cdn.com/content/v1/69978f9e9eedcd73609a68fb/7e2db79c-a975-4f25-8b1d-abfa1af419a5/plus-interviewees.png Case Studies - Leading the Design of a Category-Defining Product - Make it stand out Sample of interviewee attributes revealing opportunities for quantifiable segmentation https://images.squarespace-cdn.com/content/v1/69978f9e9eedcd73609a68fb/73aa7afa-b1ea-489d-ba27-e6523b1349b8/plus-timeline-bg.png Case Studies - Leading the Design of a Category-Defining Product - Make it stand out The Timeline was a breakthrough feature helping users visualize and plan https://images.squarespace-cdn.com/content/v1/69978f9e9eedcd73609a68fb/210f1b90-a43d-4930-a83d-edbdf96be757/plus-schedule-bg.png Case Studies - Leading the Design of a Category-Defining Product - Make it stand out Benefit cards opened to reveal additional detail and the scheduling interface https://images.squarespace-cdn.com/content/v1/69978f9e9eedcd73609a68fb/abc32b96-29af-4af6-8bed-efe97d448dd8/plus-mobile-bg.png Case Studies - 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