It’s such a fine line between stupid and clever.
—This Is Spinal Tap
According to Bill Buxton, the pioneer computer scientist and designer, there’s a difference between “getting the design right and getting the right design.”1 To get a design right, we can test it with customers and integrate their feedback by altering the design. But how do we know that what we started with is what customers want at all? I think of it this way: if we only test bottle openers, we may never realize customers prefer screw-top bottles. That’s what Buxton means by getting the right design.