Serious concerns have been raised in recent years regarding companies’ inability to recognise diverse customer needs during the development of new services and products. This chapter discusses how implicit and often unreflected social norms about technology users and usage can be addressed in technology user analysis. Based on the findings from a two-year research project with a truck company (Trucks4all), a methodology for increasing norm-reflexivity in technology innovation is introduced. The chapter outlines the interactive process and application of the methodology, and discuss the outcomes, limitations and potentials. Founded on feminist new-institutional theory, gender and technology studies and interactive research methodologies, the chapter contributes with insights on the significance of enhancing norm-awareness to deepen the analysis and understanding of user experiences. It is argued that a so-called norm-critical approach in innovation processes of large corporations, apart from generating new knowledge and inspire technology innovations that challenge existing gendered norms, also impact the wider entrepreneurial ecosystem.