In the last couple of weeks I’ve been made more aware of the challenge that learning people have with designing for the end user.

You are not the user.

Your team are not the user.

The sponsors are not the user.

This is the false-consensus effect and happens because believing that other people think and act the same we do boosts our self-esteem.

Eat a bit of humble pie and test, test, test what people REALLY want, not what you want to design.