Onur Cobanli explains:
There are many paths to designing a product, you can start with blue sky, you can start with available technology, you can start with market requirements, and you might be successful, however if you start with end-customer in your mind; if you design your product or service in a way to make the end-customer happy (and of course affordable by end-customer) you will definitely be successful. In order to design for the end-customer, you need to have good anthropological research, epistemological research, observation and experimentation, you must question, understand, know and think like the end-user.