The essence of this video:
Watch what’s happening and how it happens, don’t make assumptions about what people are actually doing. Ask questions, you won’t see everything. Then enhance the experience naturally.
This is how every UX project should be approached. Help people do what they want them to do, don’t force them down the path you want, or you think they want. Interview all stakeholders, not just the obvious users. It’s all about observing and listening, we are just the user’s humble servants.