“We have clients come to us and say, ‘Here is our average customer.’ For instance, ‘Female, she is 34 years old, she has 2.3 kids,’ and we listen politely and say, ‘Well, that’s great, but we don’t care…about that person.’ What we really need to do, to design, is look at the extremes. The weakest, or the person with arthritis, or the athlete, or the strongest, the fastest person, because if we understand what the extremes are, the middle will take care of itself.” In other words, the extremes inform the mean, but not vice versa.
think design concept
