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I changed how I approached it and spent more time talking with the front desk clerks to see what they needed before I started coding away. Since then that's what I've always done, because otherwise I run the risk of wasting my effort and my customers' time (and possibly money).
http://www.amazon.com/Sketching-User-Experience...
Last summer, before we launched Connect, one of the most humbling experiences was watching user testing. We put the users in one room and asked them to use The Run Around (since we didn't have any partners up yet). The developers sat in another room watching a video. We pulled our hair out while the user looked for the button to login ... we were like "it's right in front of you!" Eventually the analyst pointed it out and the user said "oh, I thought that looked like an ad." We fixed it to look like a button.
So yeah, definitely humbling and it takes a good software developer to not get defensive when given honest criticism.
BTW I second Martin's book recommendation, it's chock full of great examples and ideas.