You think you’re just like everyone else. You think your thoughts, opinions, values, and habits are just the same as other people. Psychology calls this the false consensus bias1 because we assume much more commonality than reality warrants. False consensus bias contributes to making bad decisions when we design software. Alan Cooper noted this type of bias while wondering why otherwise smart, talented people often created such crappy software. He invented the persona-based design methodology to help facilitate insight into … Continue reading Do You Know Your Users?