Absolutely true. If the utility isn't immediately obvious, your product will flounder. What I think this means is that utility can sometimes be rendered less ob

Absolutely true. If the utility isn't immediately obvious, your product will flounder. What I think this means is that utility can sometimes be rendered less obvious by complexity, if both aren't considered holistically. Goals is most certainly complex: dreams are superordinate to goals, goals are superordinate to tasks. But for her the presentation all flows and makes sense. The complexity is not overwhelming, because it accords with her mental models. I also like to try to guide wherever possible. Even the most advanced users will appreciate extra guidance, be it tooltips, choice of words, or just the overall layout. And yes, of course feedback shouldn't be based on a single person. That's my fault for implying it should. My point was simply that most developers design for themselves, and releasing yourself from that mindset is a good thing to do. That said, agile and metrics-based development is really the way to go. Get your MVP out there fast and iterate quickly.