Over the years I’ve seen that something as simple as User vs. Users (plural) is what can easily trip up organizations. It’s called “User Experience” but it works with many, ongoing, and a variety of people. In many respects, it’s Market Driven Design rather than “User” Driven (or User-Centered) Design.

Surveys, focus groups, research, or even the notion of coffee shop interviews, often settle on tens of opinions when there is no excuse for not *constantly* talking with users — it isn’t a count that matters because a count oriented people to consider that doing the requisite number is sufficient; it’s an underlying philosophy, a mindset, that we should always be listening to the market and designing accordingly.