“1 - We have understood some of our users at the expense of the others.
2 - We have understood our users, but not what they’re trying to accomplish.
3 - We have understood our users and tasks, but not their contexts of use.
4 - We have involved our users, but only every now and then.
5 - We have learned many things, but done too little with the insights.
6 - We have come up with solutions, but not enough to find a good one.
7 - We have optimised one part of the experience, while ignoring the others.
8 - We have some, but not all, of the skills to finish the job.”