Understanding your customer goes beyond assumptions and requires direct engagement and research. The story of a fast food chain struggling to increase milkshake sales illustrates the value of observing customer behavior in real contexts, leading to insights that challenge conventional expectations, such as discovering a significant demand for milkshakes as a breakfast commute item. This approach not only provided a pathway for product innovation but also highlighted the broader potential for meeting commuter needs. Similarly, a project to redesign the interface of a key duplication kiosk revealed the importance of addressing user stress and distractions. Through on-site observations and interactions, it became evident that the design needed to prioritize reassurance and positive guidance, eliminating error messages to reduce customer abandonment and increase transactions. These examples underscore the critical role of customer research in uncovering unmet needs and designing solutions that truly resonate, demonstrating that a deep, empirical understanding of customer experiences can uncover unexpected opportunities and drive business success.