Drawar

One of usability's main laws is that "designers are not users." This insight is about as important as "vice presidents are not users" and "users are not designers" (so don't listen to them; watch them).

The usability discipline exists because systematic methods can overcome the gap between the design team and its target audience. You don't have to rely on your best guesses: you can find out how actual customers behave and what you can do to make them buy more.

There are 3 different degrees of difference between designers and their users, from a small fissure to a gaping gulf. The strategy for bridging the gap depends on how severe it is.