The only problem is, there is no Average User. In fact, all of the time I’ve spent watching people use the Web has led me to the opposite conclusion: ALL WEB USERS ARE UNIQUE AND ALL WEB USE IS BASICALLY IDIOSYNCRATIC The more you watch users carefully and listen to them articulate their intentions, motivations, and thought processes, the more you realize that their individual reactions to Web pages are based on so many variables that attempts to describe users in terms of one-dimensional likes and dislikes are futile—and counter-productive.
