How far are you from your customers? The farther you are from them, the more difficult it will be for you to create a functional design.

The closer you get to your customer, the higher the chances of creating a great design. It allows you to understand what they care about and minimize the possibility of unintentional exclusion. 

Many great inventions have come from listening to and observing people interact with products. Many capital-intensive products have failed because they failed to understand how their customers use those products. 

In this episode, the second part of two, Ed Bernardon interviews Harry West, Professor of Practice at Columbia University and Principal at Invisible Design. He is the creator of the curriculum on Human-Centered Design and Design Justice. He’ll share how getting closer to the consumer helps design better products.