Design like an anthropologist
It has always been a critical issue for people to experience a product, but thinking about it properly is still not common. UX (user experience) is one of the most encompassing term in design because it applies to almost all fields.
UX researches are actually anthropologists. A few minutes of a chat with people, or even an observation is usually more valuable than brainstorms which takes hours. Designing the product, space or service without knowing who and how it might be used it is art, not design. Keep the human factor on top of all and keep in mind that this will change by time.
Anthropology demands the open-mindedness with which one must look and listen, record in astonishment and wonder that which one would not have been able to guess.
To make usability effective and productive, we need to first know who is the user? It might be someone else or this person might behave different. Find your master persona.
When we humans talk about ourselves, actually we don’t talk about who we are, we talk about who we want to be. If you survey the people, the answers you get can lead to wrong designs. Therefore, don’t ask them, observe them, like an anthropologist.