“Usability is not often thought of as a criterion during the purchasing process. Moreover, unless you actually test a number of units in a realistic environment doing typical tasks, you are not likely to notice the ease or difficulty of use. […] Do it right there in the store. Do not be afraid to make mistakes or ask stupid questions. Remember, any problems you have are probably the design's fault, not yours.”

—  Donald A. Norman, book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 3, p. 78.

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Donald A. Norman29
American academic 1935

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