Users always know what they want

If users truly knew what they wanted, every first date would end in marriage, and no one would have ever regretted buying a treadmill. The truth is, users think they know what they want, but their actions often say otherwise.

Take the infamous example of the “faster horse” attributed to Henry Ford. If he had taken that request literally, we’d still be designing luxury saddles instead of self-driving cars. Instead of trusting every user request like gospel, watch what people actually do. Because, let’s be honest, if users really knew what they wanted, the “Undo” button wouldn’t be the most clicked button in every design tool.