Why New Tech Can't Please Everyone
From: Scientific American - 07/15/214
By: David Pogue

Why it's nearly impossible to design new tech that will please everyone

When will we recognize the existence of the two different types of technical
consumers - the Knows and the Know-Nots?

Over and over again, I run into products that have been tacitly designed for
either group. The creators have a mental picture of a product's audience and
the users' technical experience. You can tell from terminology, the amount of
detail in the instructions, the number of steps required to accomplish
anything.

Unfortunately, there is no one type of tech consumer. Someone winds up
unhappy. If the design and interface are too technical, novices feel
incompetent, shut out and stupid; if the experience is too simple, tech geeks
feel insulted and talked down to.

The first step in addressing these problems is acknowledging that there are
two groups (okay, a wide spectrum) in the tech audience. 

Read the entire article at:
http://www.scientificamerican.com/article/why-new-tech-cant-please-everyone/