How to put faith in UX design

What dark business models really mean for UX designers.

“We fall into the trap of calling something intuitive if it makes sense to us, and call it hard to use if it doesn’t. This assumes everyone has the same knowledge and culture (our own!).”

What UX designers find the hardest to explain to non-designers.

“We really can’t say ‘that’s a great UX’ or ‘this is intuitive’ without asking first who it’s for and what problem it is supposed to solve.”