Allan Chochinov is a New York-based design network and educator of design students. He spoke at a designers conference recently and gave a presentation titled: First Person Plural: The value of getting it from the horse’s mouth.
He outlines the process that he teaches his students to take to “listen” to their clients so as to get the best designs.
His equation is:
Listen to the client -> Find the “hot/controversial” topic in the field -> Discover the creative edge.
He presents four successful product designs based on this process … great video … take a listen!