“…To design a consumer-oriented intervention to reduce anticholinergic medication use, it is imperative to understand the product’s future end-users, how they currently make medication-related decisions, and how upstream factors influence ultimate decisions and behavior. 32,33 Known by the axiom “know thy user,” obtaining this understanding is an industry best-practice for designing effective, usable, satisfying user-centered solutions. 34 In practice, attaining an appropriately broad and deep understanding of a healthcare consumer, their perceptions, abilities, tasks, tools, and contexts requires multiple methods.…”