As a designer I think big business and committees are the way to go for design decisions. How can you really get to the right product if you don’t talk to your stakeholders and solidly capture their needs in the product? How many users? Well, all of them! Can we tweak it a little more, just add one little thing to make it more “usable”? But let the committee make these decisions, its a recipe for success! The designer, well, they’re too artistic and aren’t in touch with the real users.
I love the “briefing”. 50% are women, 50% are men. We’re not targetting all drivers, just women. Men are being targetted “secondarily”.