lake tahoe from sand harbor, with boulders clearly visible in the shallow water

issue #4 – user needs are too shallow for innovation

Indi clarifies and resolves this issue for clients.

pouring wine into the "glass" that appears between two other bottles

look at it another way

This article originally appeared in issue 267 of A List Apart in September 2008. Reprinted below. “Before you can solve a user’s problems, you must see them as that user sees them. Once you understand what drives people’s behavior, not… Read More