Is There a Problem?

If you are trying to improve the way people deal with email, then ye, by all means, watch them do email. You're going to learn a ton. But there's lots of problems where that's just not practical. Like video games or classic example, you can't go to someon and go, hey, do you like having fun? There's just nothing to learn from that conversation. So in those cases where there's no clear problem, you have to build an actual prototype much sooner and just put it into people's hands. And then you kind of use conversations afterwards to understand what they did and didn't like.

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