Designers need to understand user needs and stand in their shoes to design for them.
During interviews, companies would ask what do you think is a good design and what do you think that makes up a good product. I would say, design is communicative and transparent. I see using a product as information understanding and communication. In real life, people enjoy fluent communication, have more common ground with the topics and terms they are familiar with and of course the same language. Talking with a person who only knows Chinese in English is painful and won’t work. Talking to patients with all medical technical terms is confusing. Same applies design. The language we use in design matters a lot. And that opens a lot of opportunity spaces.
I’ve seen a product working on getting people through the insurance experience. It helps you to decide what insurance works for you most based on questions you answered. They way they gather questions is a flow of conversation, not like a plain boring and exhausting form to fill in. And it avoids using technical terms that are hard to understand for normal people. In all, it’s a pleasing experience, asks people what they understand and offers people information they need.