All users would like easily swappable phone batteries, but all users would also like waterproof phones that push the boundaries of thin & light. All users woul

All users would like easily swappable phone batteries, but all users would also like waterproof phones that push the boundaries of thin & light. All users would like Fords in more colors than black, but all users would also like the low cost that comes from a simplified assembly line and repair center and distribution channel that comes from only having one paint color. What users want will never kill you, but you have to consider all of the things that they want, not just the most obvious or apparent ones (or the ones with the loudest proponents).