It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format

A good designer will actually design the company.

If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.

It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format

Knowing how people will use something is essential

I think a successful company is one where everybody owns the same mission. Out of necessity, we divide ourselves up into discipline groups. But the goal when you are actually doing the work is to somehow forget what discipline group you are in and come together. So in that sense, nobody should own user experience; everybody should own it.

Too many companies believe that all they must do is provide a 'neat' technology or some 'cool' product or, sometimes, just good, solid engineering. Nope. All of those are desirable (and solid engineering is a must), but there is much more to a successful product than that: understanding how the product is to be used, design, engineering, positioning, marketing, branding-all matter. It requires designing the Total User Experience.