This is not an easy thing to do. Customers sometimes don't know what they want or how to articulate it.

If you keep having focus groups with customers and continually implement what they ask for you might end up with something like MS Office where you have a kludge of actions buried within and across multiple menu items.

As a contrast to that look at Windows Phone 7. If you've ever used it it's rather elegant. I feel that they looked beyond the "comments box" and dug deeper. It truly feels like they made sure the devices it runs on are communication devices (making calls and texting) first and layered in modern smartphone functionality (applications and cloud storage).