A little thought and exploration of the needs of people who will use a product can do a lot to create an interface design that actually works for people! It can also improve relationships between engineering and management as both become more focused on the success of the product for the people who will be using it.
Imagine that you are asked to create a simple keypad interface. Why can’t you just implement what others have done before? How can you go about assuring that YOUR design works well, has a reduced error rate, and is as easy to use as possible?