trying to switch from ACD/UX lead role at an agency to product design and it has not been smooth even though i'm already doing UX.

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Most likely because your advertising-based examples are websites and straightforward apps that are executional in nature when looking at them through a product design lens. You’ll need product ideas. Almost like inventions. Or if not whole products, big ideas for new types of features for existing products.

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Make spec. Three should do the trick. Don’t make the ideas too big or too small. They should have utility.

Ever wish there was a phone app to do something but it doesn’t exist yet?

Wish an application didn’t have a some daily nagging annoyance?

Is there a better, smarter, simpler way of doing something that already exists?

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For the uninitiated what is the difference ? What do you need to do to get there

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