Eric Meyer

They remind us that no one is using our services in a truly ideal state: distraction-free, on the latest equipment, while emotionally content, and with as much time as it takes.

We’ll never gather every single perspective; we can’t interview the universe every time we build a website. But even with a handful of diverse people, we can learn a tremendous amount about where our product might break, and how we can avoid that

When you’re designing a form, try reading every question out loud to an imagined stranger, listening to how it sounds and imagining the questions they might have in response.