Wilkins, Adaptive Path.
Organisations tend to see customers too generically. But customers are not all the same. There not always rational or predictable.
Organisations think people just want features. So they forget about people’s real needs, which are ‘messy, complex, convoluted’.
It takes effort to understand people’s emotions, but it is worthwhile. A qualitative, contextual approach helps develop empathy for your users.
My verdict: makes sense but nothing groundbreaking for me… Especially after revamping our 2 biggest projects after making comprehensive focus group studies. It confirms what I know.