Don't Make Me Think

“The belief that most Web users are like us is enough to produce gridlock in the average Web design meeting. But behind that belief lies another one, even more insidious: the belief that most Web users are like anything. The only problem is, there is no Average User. In fact, all of the time I’ve spent watching people use the Web has led me to the opposite conclusion: all web users are unique and all web use is basically idiosyncratic. There are no simple right answers for most Web design questions. What works is good, integrated design that fills a need—carefully thought out, well executed, and tested.”