As an actor, the most powerful question to ask oneself is “what does my character want?” Every subsequent choice the character makes flows from the answer. If an actor is lost in a scene, returning to this question will quickly focus one’s performance on something specific and vital.
The same guiding question applies to finding a new job, working with clients, negotiation and sales or product development. Knowing what a client or customer wants focusses everything that follows on making a genuinely useful and commercially successful product. Muddled decisions that delight no one and frustrate everyone result from not clearly understanding what one wants.
User-centred design returns again and again to “what does the user want?” To orient myself when reviewing a wireframe, design or piece of development, I chose a persona, “get into character” and ask myself as the user "what do I want?“ Everything – decisions about the onboarding flow, the placement of widgets and controls, the most relevant data to visualise, everything – starts there.
Do you know what you want – and do you know what your customers want?