If the answer it’s not obvious… Probably there´s a mindset where “thinking that’s easier to convince users that services are easy to use than it is to actually make them easy to use”.

Look at the whole ecosystem!

An easy reality check is how often the design focus is in changing colors, objects, moving things around, overall centered on visual tweaking. If it´s the case, ask yourself what’s the value of it.

On the other hand you should never doubt, that “asking questions and seeking to know what you do not know about the deep impacts of a service on humans is massive and awesome”. Everybody can see its value a thousand nautical miles away.

There are some key takeaways from this curious and relentless search:

  1. Establish an authentic relationship with your users and involve them in the innovation process;
  2. Make it clear that there are no “final” products… be prepared for the fact that people don’t like that feeling;
  3. Accept that in most cases nobody knows much about the real use of the service. Ask humans;
  4. Resist overlord models (solitary team models). Instead co-create and seek a “committee-by-design” approach;
  5. As services/companies grow don’t let the focus shift away from users/costumers to internal business needs;
  6. Stepping into users shoes requires a new mindset…  from the “We already know exactly what our users need and what they want”;
  7. The point where you identify costumer needs can be the biggest experience gap on the costumer journey.

Ultimately the answer to my question should be something like : “Great Value…. I considered the experience of the people affected by the service, as needs were research in reality and the service was built in an exploratory, experimental approach.”