Astonishment, Expectations And Reality In User Experience

techcrunch.com

This article talks about aligning expectations between marketing a product or service and what's actually delivered and managing expectations beyond our control. I liked this quote in regards to the latter: 

“People don’t like to learn things. If they take the time to learn something, they expect to be able to apply that knowledge in many places. It follows that good designers conserve the number of things users need to learn to get stuff done.”

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