Three years ago I was starting e-shop selling teas. I saw an opportunity to promote its boost effect and sell it to the various workplaces. We have spent half a year building product, developing e-shop and branding. After a launch, we have sent four bags of tea. It was devastating. What did we wrong? Was that positioning of a product, or product itself? Besides looking for ways to improve, we decided to focus on other activities and quit.

Every business owner knows, doing things people need is the only way to success. But how to make sure people won't reject your idea? Is there any way to design a product for success? Human Centered Design looks like a promising answer.

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