The "average" user

Staring into a glass window from a street in Toronto at a female looking at her phone and computer

In product design, we talk a lot about building digital interfaces or physical products for the “average” user.

But who is this mythical creature? What does he/she want?

This user wants one and only one thing: to get in, get stuff done and get out as soon as possible.

Unfortunately, this fact is often overlooked in our quest to stuff products with features — conveniently forgetting that features that don’t help the user accomplish their task are merely friction.

unsplash-logoTim Gouw