About The Firm

While customers may not always know what they want, they are very good at knowing what they don’t want. A product that is designed around the tasks that users perform every day has a better chance of winning than a product with many innovative features answering questions that customers never asked in the first place, or forcing them to adopt a new workflow. In HCI, this is called Task Centered Design, and it was the first lesson I was taught in graduate school: build your product with your audience.