User Centric Design

Over the last couple of days, I have been discussing a product feature with a  friend who runs a start-up in Silicon Valley.

On the subject of the finer details of the user process flow, there were a variety of opinions (are there always??).

I summarised, 'At the end of the day, there's only one opinion that matters, not Fred's / Bill's / James's, the user's opinion.'

This reminded me of the Practical Rules for Product Management. I repeat the ones relevant to user design here:

• RULE 8:  Your opinion, although interesting, is irrelevant.
• RULE 9: The building is full of product experts. Your company needs market experts.
• RULE 12:  The answer to most of your questions is not in the building.