class="markdown-mdash">&mdash;</span> developed iteratively and closely with users</li>
<li>guided by data and testing <span class="markdown-mdash">&mdash;</span> they reflects the actual user journey</li>
<li>focused on the end-to-end experience <span class="markdown-mdash">&mdash;</span> they are simpler, clearer and faster</li>
</ul>
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