When designing for the customer may not be the best thing…

Jason of 37Signals has written a passionate article on Why we disagree with Don Norman: following Don Norman’s critique of 37Signals approach to design.

I’m going to let Jason do most of the talking because he has written this so well… but to set some context… Don Norman was critiquing 37Signals for designing for themselves BEFORE designing for the customer, in fact he seems to imply he thought they weren’t designing for customers at all.

What is excellent about this posting is that Jason is spot in pointing out that the worlds best innovators and creators have all come from a position of thinking about themselves first and Jason articulates very well the speed that this allows 37Signals to design at. He also highlights that they ARE VERY customer focussed in how they then amend, iterate and improve on original thinking…

It always seems a bit strange to hear a customer experience expert say “The customer doesn’t know what they want…” but it is often true especially when you are developing propositions on the boundaries of what exists today in the mass market…

Go 37Signals!!!