I should add that the key to this, also mentioned also in the article, is frequency. Observe often. Over time, you can then build hypotheses (which you can the

I should add that the key to this, also mentioned also in the article, is frequency. Observe often. Over time, you can then build hypotheses (which you can then also test out if you want). To use a crass example, Steve Jobs was anecdotally very driven by hypothesis. This (perhaps accidentally) let him to stick to his guns in design decisions because he was able to say things like, "I believe people want visually desirable computers in their homes, not overtly functional ones".