“We met with the entire development team. Like every other team we’ve ever worked with, these people already had a rich set of opinions (and sometimes, heated arguments!) about what was wrong with the interface and how to fix it. The trouble was, they had very little actual data on which problems were most critical to users or on which of the potential solutions (none of which had been implemented) were actually going to solve the problems. Without this data, there was a considerable risk that the team would implement the wrong solutions or even worse, remain ignorant of where the real problems lay.”