I think most designers would agree they spend too much time designing, and not enough time thinking about who they are designing for.
The trouble is, how do you think about end users? What do they really want?
One answer is to do a customer avatar exercise. If you think an avatar exercise is a licence for creative daydreaming, listen to the following interview.[responsive_video type=’youtube’ hide_related=’1′ hide_logo=’0′ hide_controls=’0′ hide_title=’0′ hide_fullscreen=’0′ autoplay=’0′]https://www.youtube.com/watch?v=owsd_-8Iycs[/responsive_video]
You can also read Ben’s article on personas here.