“When we’re trying to understand our ‘users’ and ‘customers,’ we have to remember that they’re people just like us, and just like us they regularly cross understood boundaries and categories… People are inconsistent, often inarticulate, and they challenge social and cultural boundaries in unexpected ways.” – Subject to Change by Peter Merholz, Brandon Schauer, David Verba, and Todd Wilkens

Subject to Change by four great folks at Adaptive Path is a fabulous look at customer experience and how focusing on it can transform companies. I highly recommend it!

1. Designers must consider unseen elements such as social relationships, power dynamics, and cultural rules
2. Better connect with your customers by speaking like people, not like machines
3. What makes people passionate, pure and simple, is great experiences
4. Every decision a designer makes molds the future of the people we design for
5. Deeply understanding customers allows companies to develop products that revolutionize the way we live our lives