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We have clients come to us and say, “Here’s our average customer:”, for instance, “She’s female, she’s 34 years old, she has 2.3 kids…” And we listen politely and say: “Well, that’s great but we don’t care about that person”. What we really need to do to design, is look at the extremes, the weakest, or the person with arthritis, or the athlete, or the strongest or the fastest person. Because if we understand what the extremes are, the middle will take care of itself.

Objectified” – Dan Formosa, Smart Design