When it comes to the intersection of business decisions and designing experiences for people, we tend to have a few general heuristics we use to guide our decisions. Faster is better. Less is more.

But, what if that's not what our customers need? What if sometimes, more time is better than less time. A more convoluted path is better than a straightforward one. In her talk, Emma Craig helps us rethink our approach to designing and researching customers journeys that work for our users.