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Which is the correct alternative to replace [VERB]?

When I talk with librarians about thinking of themselves
as designers, sometimes they demur. “Designer? I can’t even
draw a stick figure!” But you don’t need to. Whether you know it
or not, you’re already a designer.

Every time librarians create a bookmark, decide to house
a collection in a new spot, or figure out how a new service
might work, they’re making design decisions. This is what I like
to call design by neglect or unintentional design. Whether library
employees wear name tags is a design decision. The length of
loan periods and whether or not you charge fines is a design
decision. Anytime you choose how people will interact with your
library, you’re making a design decision. All of these decisions
add up to create an experience, good or bad, for your patrons.

When we are mindful of our roles as library experience
designers, we can make more informed design choices. This
awareness can provide better experiences for our patrons and
demonstrate that we care about them.

Really. People will notice, [CONJUNCTION] not
necessarily consciously, if we [VERB] the time to think about
them when we’re developing our services. The secret here is not
to think of library patrons, users, or customers: we need to think
of people. We need to consider their lives and what they’re trying
to accomplish. This act, which can only be done by cultivating
the skill of empathy, is the most important ? and perhaps the
most difficult ? part of user experience design.

(Adapted from
http://www.libraryjournal.com/article/CA6713142.html?nid=2673
&source=title&rid=1105906703)

Which is the correct alternative to replace [VERB]?