Product owners and stakeholders have a tendency to skip over discovery research and go straight to design—and then skip over validation research and go right to release. One of the main drivers behind this tendency is the fact that looking at designs is fun. Looking at numbers and bulleted lists of findings is not (as much) fun (for stakeholders). With designs, they get to see their product progressing and growing from inception to build. Data is more behind-the-scenes; it may drive design, but so what?