Understand your customer’s perspective

“Design is the intermediary between information and understanding.” 

Getting to know your customers, what they want, how they think and why they act a certain is way is imperative for successful design. 

Start with looking for the “extreme” customers.

Try a structured interview method: Prepare a set of questions to ask beforehand.

You may also find, however, that unstructured interviews yield those magical insights that your prepared questions could have overlooked.