As a guy who did similar tech, I liked this article because they mostly ignored tech. They just constantly listened to users thinking out the box to fit something around their needs, stated and unstated. Many projects in this space are still focusing on better ways to do tech without doing that part.
Loved the article, and particularly liked this quote:
“Solutions Exist” does not mean “Problem Solved.” Even though many backup solutions were available, most people did not back up their data.