I strongly believe that all software companies should have a manifesto or a set of guidelines which set out in practical terms how they will ensure that their products are intuitive for the types of user for which they’re intended.

For product managers, even if your company or development team doesn’t “get” usability, you can build these into your product requirements and use your Quality Assurance team to check the requirements have been delivered.

Your developers may be happiest when they’re hacking gnarly code, leaving you to get on with engaging with the market, but this doesn’t mean you can ignore their need for context – the ‘why’ of their project.