The users might not know exactly what they want, but...

The users might not know exactly what they want, but...

May 6, 2019

There is a mantra among designers which is “the users do not know what they want”. The correct understanding of this phrase leads a company to refine problem-solving ideas and to improve the quality of life in ways unforeseen by the aim public. This phrase, however, has a continuation that should never be left aside: “...but the users do know what they do not want”.


New Line Cinema understands that concept. The trailer of their soon-to-be-released movie “Sonic The Hedgehog” was received with bitter criticism by many fans of the video-game franchise. The film producer was wise to listen to the heated feedback from their public and accept that the movie has rough edges demanding some polishing.


We @Kogifi adopt an iterative project management mindset. Throughout our projects, we listen to all people and enterprises involved in the development, improvement, release and use of products & services - the so-called stakeholders. We do not limit ourselves to the simple delivery of what our client says they want but are constantly turning stakeholders’ insights and feedback into increased delivery of value.

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