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Myth 3:

If I’ll use it, my users will

The problem: It is often hard for designers of a new technology product or service to differentiate themselves from their users. They think that new users will fall in love with the product just as they have. They find it very difficult to understand why users reject their offerings.

Consumer Bell Curve

The reality:

Consumers don’t have your knowledge or your motivation when trying your product.

The Consumer Bell Curve demonstrates where the bulk of users are relative to their skill levels and willingness to proactively find value in a product.

The solution: Study your average consumer behavior and accept that it won’t match yours. Understand that you are a power user, while most of your consumers are not. Look for unnecessary complexities and customization requirements or long installation processes that are probably hurting your product’s success. Don’t add settings or preferences to your product as a way to solve design disputes. Design for your users’ skill levels, not your skill level.

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