Jason Henry for Business Insider"I agree with the sentiment that we can't just ask for what customers want; they don't always know how to articulate it. But I am a firm believer in the power of understanding our community. I'm a firm believer in the power of user research and qualitative insight gathering."
Dill is responsible for Lyft's millions of users, so she works closely with the company's engineers, designers, and product managers. But there's a great emphasis on observing how people use Lyft's products, rather than asking them directly. By taking note of people's reactions to different products, Dill and her team can see what people themselves might have trouble articulating.
"Our marketplace is growing by the minute," Dill said."There are so many people that use our product that I can't and should not assume what they want. We need to learn. We need to understand what life is like in the community to understand what they want, or what they're gonna want in the future."She also thinks people misunderstand Steve Jobs' quote because it implies that Jobs and his team weren't customers themselves.
"The point is that Steve Jobs and his team are users of the product," Dill said."I don't necessarily disagree with what Steve was saying, but I think people sometimes use his quote to say things like, 'that's why you shouldn't bother with user research.' I think that's wrong. I think there's a type of user research that's very powerful, and I certainly would not leave it behind.
lil_dill Totally agree with this. The mantra, “the customer is always right” can’t be taken as “do whatever the customer says.” That’s ludicrous. But it’s important to listen to customers to know what they need and to create products and services that fulfill their needs.
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