Occasionally we experience a design which so completely embodies a profound knowledge of the voice of the customer that we can only stand in amazement at the wisdom of the designer. Such was the case recently in a parking garage in downtown Columbus, OH when I noticed this sign providing directions to an Eye Clinic.
This sign couldn't have been larger — to the point of being humorous. Imagine: the designer actually understood that customers of the eye center might not be able to see very well! Now THAT is profound customer insight. If only every Design for Lean Six Sigma project could be so tightly linked to customer requirements — contrast this experience with another example from the world of opthamology.