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In this episode, I explore how much of user experience happens beneath the surface of awareness — and why tapping into the unconscious is essential for better product design. 

• Why users often say one thing but do another
• The limits of relying only on interviews or only on observation
• How unconscious motivations, needs, and fears shape technology use
• The power of co-creation and generative workshops to reveal hidden dimensions
• Practical ways to integrate unconscious insights into product decisions