Live from Adaptive Path's UX

So this is a shot from the opening session of Adaptive Path's UX Week. Right now I'm sitting in the audience listening Deborah Adler, the designer who's Master's Thesis became the redesigned Target pharmacy bottles - Clear RX.

I think the big take-away from this session is that she began with a problem, people taking the wrong medicine, and then selected as her starting point - the user - not the system. What's amazing is how amazing this seems to us...why is that? Why do we have such a system focus  - why do we choose to serve the machine first....I once heard one Navy ship described as a machine they built and then figured out how to put humans in. Does that sound like anybody else's experience with an LMS? An authoring tool?

Maybe we need to go back and start with our users and what their interaction with our products is like.