"We try to develop products that seem somehow inevitable. That leave you with the sense that that's the only possible solution that makes sense."
- Jonathan Ive
The users are the ultimate judges of your product, but predicting their behavior in advance is really hard. Even if you ask your users what they want, it is not guaranteed that what they say is what they really need. There are many examples of organizations that have made product decisions by interpreting their users input literally, leading them to unsuccessful results. For example, Coca-Cola adjusting the flavor of the new Coke based on thousands of sip tests and Walmart spending millions in reorganizing their aisles are just two of the most well-known examples.
As research shows, people are affected by the introspection illusion, a cognitive bias that limits our capabilities to explain our...
