Seeing things the way they "could" be: what fossils teach us about design

When building products, it's easy to fall into the trap of designing for ourselves, driven by our own egos. After all, who knows our skills, needs, and ideas better than us? Yet, this self-centered approach can derail success. Creating impactful products demands crushing our egos, moving beyond our own perspectives. It requires a deliberate effort to override the instinct to prioritize our ideas and instead, step into the user's shoes, truly empathize with their challenges, and radically reframe our problem-solving approach.

This is where user research and the willingness to change perspectives play a crucial role. Designing effective products isn’t just about solving problems; it’s about solving the right problems.

Take yourself out of the equation

Here's a hard truth for product managers, startup founders, and even C-suite executives to digest—you're not your user. Our instincts and biases can often cloud our judgment, leading to solutions tailored too closely to our personal experiences rather than actual user needs.

True innovation doesn’t come from assuming what users want. Instead, it comes from uncovering the why behind their behaviors and frustrations. To bridge this gap, user research offers a structured path to understanding people’s motivations, preferences, and pain points. It helps us reframe our thinking by taking a step back and asking, “Is this solution meaningful for our users, or just for us?”

Switching it up for insights

When one of history’s great mysteries about ancient fossils was solved thanks to a simple shift in perspective, it provided a humbling reminder of how much we miss when we don’t view problems with fresh eyes.

Take the story of the Essexella. For decades, paleontologists believed this fossil was a jellyfish, despite finding countless features that didn’t quite add up. Researchers struggled to fit the evidence to their preconceived notion. It wasn’t until Dr. Plotnick decided to literally rotate the fossil—changing its orientation—that everything clicked. What was mistook for a jellyfish turned out to be an ancient sea anemone. This flipped perspective brought clarity and solved a riddle that had baffled experts for years.

This aha moment teaches a valuable lesson for product designers and leaders. When you stubbornly cling to a pre-existing idea, you risk missing the big picture. A shift in perspective, coupled with the willingness to empathize, can unlock powerful solutions and completely reshape your approach.

Making the case for user research

When we empathize with users, we're no longer guessing what they need—we’re discovering it directly. This is the heart of user research, and the benefits are immense:

Challenge assumptions  

Assumptions are great shortcuts—until they’re wrong. User research prevents teams from rushing ahead based on incomplete or inaccurate beliefs. Through structured interviews, testing, and observation, you can validate ideas or uncover blindspots before wasting valuable resources.‍

Discover untapped opportunities  

When Essexella’s identity shifted from jellyfish to anemone, it went from being an unremarkable fossil to one of the most well-preserved ancient anemone species in history. Similarly, user research highlights opportunities we hadn't considered before—whether it’s a missing feature, a new market, or an unexpected behavior pattern worth addressing.‍

Foster empathy-driven solutions‍

Successful products solve real problems. Research forces us to spend time with real users, listening to their challenges and frustrations, and turning that understanding into meaningful design decisions.

Reduce risk with evidence-backed insights  

 Building products is expensive, and guessing costs even more. Backing decisions with actual user data leads to fewer missteps and stronger long-term outcomes.

How Slack and Airbnb did it

Consider this in a product development context. Early designs for Slack, now one of the most popular business tools, started as an internal tool for a game development company. By observing how users (the internal team) relied on it for communication, the founders decided to shift their focus from gaming to launching Slack as its own product. That change of perspective redefined the company’s trajectory entirely.

Another example, Airbnb, was initially dismissed as too quirky for travelers. But after spending time face-to-face with their customers, the founders realized that travelers weren’t looking for just accommodation—they wanted unique and meaningful experiences. This shift in understanding helped transform Airbnb into a global phenomenon.

Let's have another look

Here’s the takeaway for product managers, startup founders, and decision-makers in every industry. The most innovative solutions don’t come from seeing things as they are—they come from seeing things the way they could be. Courageously examining challenges from new angles, relying on data and empathy, and creating for your users—not yourself—can mean the difference between a “meh” product and a game-changer.

At the end of the day, building great products is about balancing your vision with your user's reality. When you invest the time to shift your perspective and ground your approach in genuine user experiences, the results speak for themselves. After all, the answers are often right in front of us—we just need to adjust how we look at them.

At Meadowloop, we're more than a design offramp; we're an interstate linking clients' perspectives with user needs. Partner with us to transform user experiences and achieve your design goals.