When we make food at the restaurant, it’s easy to think that things are going fine when the reality is the opposite. The reality is that the customer went back to their table and made a complaint to their friends, but aren’t going to confront staff about what went wrong. The customer then proceeds to go home and make a poor review. By then, they’ve made up their mind about your business.
This is an oversimplified (but real) story about working on projects yet never being the end user. It happens everywhere around us, all over the world.
The real question becomes: how do we make room for project makers, business owners, designers, and engineers to connect and listen to the people they already serve? How do we get real feedback to the people who need to hear it?