Once you see that an answer is not serving its question properly anymore, it should be tossed away. It's just their natural life cycle.
They usually kick and scream, raising one hell of a ruckus when we ask them to leave. Especially when they have been with us for a long time.
You see, too many actions have been based on those answers. Too much work and energy invested on them. They feel so important, so full of themselves. They will answer to no one. Not even to their initial question!
The hardest thing about customer interviews is knowing where to dig. An effective interview is more like a friendly interrogation. We don’t want to learn what customers think about the product, or what they like or dislike — we want to know what happened and how they chose... To get those answers we can’t just ask surface questions, we have to keep digging back behind the answers to find out what really happened.
We designers love artboards. From rough UI sketches to high fidelity mockups, we see ourselves as visual artists expressing ideas on artboards that have a pre-defined width and height. To start a new project, we declare the size of the artboard in the first step.
What about responsive design? Not a problem! We diligently design on three artboards — one for mobile, one for tablet, and one for desktop — with content elegantly adapting, scaling, reflowing, reordering, and reprioritizing. We proudly hand off the artboards to developers while patting ourselves on the back: this is how responsive design should be done.
After weeks of arduous engineering, the product finally comes out. We find, to our great dismay, that some copy is hanging off the grid, the focal point of the hero image has been cropped out, the font sizes don’t even come close to the type ramp. What went wrong? Can’t the developers just see everything on all those artboards?