Your users are not homogeneous: they have conflicting needs and opinions about the stuff you make. With a user base of a reasonable size, you will always find contradictions in their needs, desires and performance in the usability lab. The same feature that one segment of users has difficultly with, will sometimes be the exact same feature another group of advanced users can’t live with out. One side may outweigh the other in number, but the conflict still exists: you have to make decisions that will weigh one group’s needs against the other. […] The smart designer really isn’t looking to optimize: instead she’s striving for meaningful balance.
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Sites will be differentiated in their ability to help users’ lives look attractive and interesting.
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Design for the system not for the individual
• It’s not about any specific user, it is about the network
• Facebook always get asked for a “recent visitors to profile” feature. But this feature doesn’t just go out to one person, it goes out to the Facebook system and may negatively impact sharing.
