You Have the Users You Have

Summary: The only realistic design strategy is to cater to the actual people who use your product, instead of designing for an idealized super-user who knows more and is more motivated than the real audience.

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Jakob Nielsen, Ph.D., is a retired principal and co-founder (with Dr. Donald A. Norman) of the Nielsen Norman Group. Jakob established the "discount usability engineering" movement for fast and cheap improvements of user interfaces and invented the heuristic evaluation method.

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