Quote - John Chris Jones

For the longest time, we thought design was about assuming that people are “stupid” machines who don’t know what they want, and therefore need to be told how to use your product, and that those few who aren’t stupid are too busy to care.

This could be an appealing approach because it is an easy explanation of a design’s failure. People have limited attention, so you have a limited time to force something upon them they didn’t know they want.

But the more we thought about it, the more we felt this “push” approach was incredibly condescending, and actually in most cases ineffective.