Users are complex.

User is another word for a person. But when we use that word to describe someone else, we're likely implying that they're using the thing we're making. It could be a website, a product or service, a grocery store, a museum exhibit, or anything else people interact with.

When it comes to our use and interpretation of things, people are complex creatures.

We're full of contradictions. We're known to exhibit strange behaviors. From how we use mobile phones to how we traverse grocery stores, none of us are exactly the same. We don't know why we do what we do. We don't really know why we like what we like, but we do know it when we see it. We're fickle.

We expect things to be digital, but also, in many cases, physical. We want things to feel auto-magic while retaining a human touch. We want to be safe, but not spied on. We use words at our whim.

Most importantly perhaps, we realize that for the first time ever, we have easy access to other people's experiences to help us decide if something is worth experiencing at all.



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