Build As I Do, Not As I Say

Here's another problematic quote usability practitioners are used to hearing from clients.

"We don't need usability because we listen closely to our customers and build the features they need, the way they want them."

This viewpoint is prevalent in the enterprise software market. When a customer is worth thousands or millions of dollars, it's very difficult for a business to turn down their feature ideas! Building to customer request seems user-centric and laudable, but often, it's a philosophy leading to expensive, unusable designs.

Instead of building to customer wishlists, focus on what your customers actually do. If they request a new feature, interview them carefully to understand why they want it. You may find that a different type of feature would meet their needs even better. Customers may be adept at what they do, but they're not likely to be interface experts. You must listen to their suggestions, but hear their goals and address those goals with good, usable design.

Sometimes, the feature customers want is one they already have. Consider Microsoft Office. The recent 2007 release concentrated on user interface since, in a customer survey, 90% of requested new features already existed, hidden in the software interface.