Focused on the process of turning high-tech
ideas into successful products that mere
humans can understand, learn, and use effectively.

Why?

TFH is engaged to work on a product in its most critical process: its vision and its conceptualization. This clearly affects the strategy and marketability of the product. It also helps define its utility.

As utility is intricately woven with usability and learnability, the process TFH recommends in its user-centered methodology and every decision along that process become key elements of the success of the product at hand.

TFH thus believes that any product team interested in the success of its product should adopt the user-centered methodology TFH advocates and practices. Anything less will create products that are for high-tech apologists, i.e., products developed by engineers for engineers and not for the mere humans who want high-tech products to help them accomplish tasks more efficiently. (For a discussion of high-tech apologists, see Alan Cooper, The Inmates are running the Asylum.)