This document discusses the importance of understanding users when designing products and services. It notes that interacting with users directly is better than making assumptions from a distance. Testing products with users remotely can still provide valuable insights into how people will actually use something. The document stresses considering users' existing knowledge and level of investment in the area a product covers. The goal should be to turn users into advocates who will spread knowledge of the product to others.

5. (Really, you can blame pretty much anything)

6. Discuss among yourselves the extent to which this
may reflect weaknesses in the education system.

7. 1. Dealing with the general public all day is hard.
2. In Glasgow,“which name, please” and “what’s
your name, please?” sound pretty much alike.

9. I was shocked. SHOCKED.

17. aka “this is why we can’t have nice things”. Go read
that Verge piece about Kathy Sierra. Go. Now.

22. It’s hard to keep on making gross generalities about
people if you’re interacting with them one-to-one.

24. Applies to lots of things. Teaching, UX …

25. You don’t actually have to fall in love with your
products users. But you could try this.
(c)Russell Davies (@undermanager)

28. (We didn’t just watch.We sat with them, too.)

29. Create the most perfect form in the world and
within about two minutes, users will find a hole.

30. Learn about your users’ mental models of what
the thing you make actually does, or is like.

33. I’ve been working on one of the ‘exemplar’ projects,
in the Home Office.

35. Remote testing is harder than in-person testing, but
it is still an absolute goldmine of user insight.

42. Think about who your product’s users are, in terms
of their knowledge (of the area, not just your
product) and the extent of their buy-in.

43. Your mission, should you choose to accept it: turn
all the other users into knowledgeable evangelists

44. (Not an exhaustive list.)

46. Conscious
stigmatiser
Aware
sympathetic
Concerned
friend
Worried-
about-
myself
individual
Unaware
sympathetic
Blissfully
ignorant
Unconscious
stigmatiser
Passive
stigmatiser
Reactive
supporter
supporter
Active
Campaigner
Evangelist
Ambassador
Advocate
Supporter
Aware and sympathetic
Unaware
Aware but stigmatising
Knowledge/experience
Engagement

50. You don’t have to get all formal about applying this
model. Quick and dirty can be just as useful.