Microwave buttons.

My microwave has a lot of buttons for specific types of food.

Popcorn.
Potato.
Pizza.
Veggies.
Beverage.
Snacks.

I’ve never used any of them.

So often when we build something, we think of what the user wants. But as my microwave suggests, maybe this is the wrong question to ask.

The question to ask instead.

What don’t users want?

Inspired by Nintendo’s Gunpei Yokoi’s philosophy.