10 2 / 2012
When designing a website, it’s easy to assume that everybody is like you. However, this leads to a strong bias and often ends in an inefficient design.
You evidently know a lot about your services and your website; you’re passionate about them. Your users, on the other hand, are likely to not care that much. They have different attitudes and goals, and just want to get things done on your website.
To avoid this bias, you need to learn about your users, involve them in the design process, and interact with them.