A customer once described a problem that sounded straightforward. They wanted a better way to track the progress of their work. My first instinct was to build a dashboard with statuses, filters, and a few useful charts. It seemed like an obvious solution. Before committing to it, I looked more closely at the actual workflow and tried using Greta to prototype the experience. While mapping out the screens, I noticed something: the customer didn’t really struggle to see progress. They struggled to find out who was responsible for the next step. A dashboard would have displayed the delay without doing much to solve it. I changed the prototype to make ownership and pending actions more visible. The result was simpler than my original idea, but it addressed the problem more directly. This is one of the traps in SaaS product development. Customers often describe the inconvenience they can see, not necessarily the underlying cause. Building with AI makes it easier to explore different solutions before investing in one, but it doesn’t automatically tell you which solution is right. You still have to understand the people using the product. Sometimes the most useful feature isn’t another chart or automation. It’s making one unanswered question impossible to miss.
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