This book made me realise that there is no such thing are no bad users, only bad design. If you don't know how to program your video recorder then it's the designers fault not yours (unless you are my mum, god bless)

Design flaws (and therefore future oppertunities) are brought to bear in our small improvisations we have with the world, teasing out the gap between intended purpose and actual use, i.e. when we start finding coping mechanisms or modifying something becuase it just doesn't suit are needs well enough. Like any genuine insights these small improvs may be obvious but often overlooked. Developing an eye for them helps you become a better designer or, arguably, brand planner.

Thoughtless Acts is a book by another IDEO bod that outlines this technique. The website shares the thinking and invites contributors to upload their own images of 'small improvs' they have found in the world that expose design flaws or the way design coerces us to behave.