10 Min Short: Customer vs. System - Which is More Important?

This 10-minute short will discuss why attending to what the customer does is more important than attending to what the system does.
Software is notoriously difficult to use. The way the function is not at all obvious. There is a lot of wasted effort in discovering what’s needed. And User Interfaces are incoherent to users. Most of these problems are due to developers not attending to the customer journey - the path customers take from when they start on something until it is completed.
Only some of the journey involves interacting with the system. Unfortunately, most developers consider the system interaction the critical part. And this causes most of the problems.
Agile Thought Leader: Joshua Barnes
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