“I don’t know about you, gentlemen, but in Oxford I, at least, am known by my face” C M Bowra
The now apochryphal story about legendary scholar Sir Maurice Bowra (CM Bowra) tells us a great deal about how, when you understand the job to be done, you can come up with an improved solution.
For those who do not know the story
A couple, out for a romantic boat ride, chanced upon CM Bowra and a number of male colleagues who were skinny dipping in the Thames. Fearing scandal the others quickly wrapped their towels round their waists, but CM Bowra threw the towel over his head (hence the quote).
Same materials, same situation but only one of those swimmers left knowing that they would not be identified (until he later publicised the occasion).
In the same way by understanding the job(s) that your customers need to do in particular situations (it may be as a result of a traumatic event or just in the course of the lifecyle of “hiring” your service) then you can not only improve the product but also help them to use it in a more effective way.