Three common reasons why tech products fail are:

1. Products are difficult to understand, expensive, or contain the wrong feature set.
2. The product’s benefits are too weak to trigger interest amongst the target group.
3. The product, or technology used, triggers resistance amongst potential users (worries about
privacy, compatibility, safety, etc.)

How to prevent this? By designing products with consumer needs - and concerns - in
mind. “Design Things That Make Sense” offers a hands-on approach to do so. It
showcases 24 design strategies to strengthen product benefits and 13 design
strategies to mitigate consumer resistance.