I'd add that you have to be careful with this approach that you don't just outsource the design to the customer.
Customers give valuable feedback, but it's rarely a good idea to implement their ideas as-is. Usually you want to carefully consider problems/friction/frustration that they bring up, but take their suggested solutions with a grain of salt.
This can be harder than it sounds, because customers who give the best feedback are often very opinionated, and you naturally want to "reward" them by including exactly what they ask for.
Customers give valuable feedback, but it's rarely a good idea to implement their ideas as-is. Usually you want to carefully consider problems/friction/frustration that they bring up, but take their suggested solutions with a grain of salt.
This can be harder than it sounds, because customers who give the best feedback are often very opinionated, and you naturally want to "reward" them by including exactly what they ask for.