In this reading Bill Moggridge talks about how designers design better when they take the future end user in to consideration. This meant know how the end user would use the product and how they would engage the product over the course of its lifetime. With that information you could determine how you would design a product that is center more around having a  user friendly experience. His team at IDEO took it a step further and developed a deck of cards that show 51 ways to learning about people. This is helpful because people are complicated and if your end goal is to satisfy everyone of your consumers then it best to get brainstorming all the possibilities. So this deck of cards includes ways to learn about the users, ways to observe them, questions to ask and showing them prototypes.  These cards helped take the complicated and some what intimidating task in to a some what fun and inspiring board room meeting.