You are not your users: the Viaweb example

From the interview Paul Graham did with The Macro:

Aaron : That’s the 30- and 40- years of software trauma that people are dealing with. Which is why I think people are still amazed every time something works. A little bit amazed.

Paul : You know what, though? I’ll tell you. The one real advantage of having a Ph.D. in computer science is you don’t blame yourself. Because you can say, “This is really hard and painful for me.” And instead of stopping at that point, you can say, “And I have a Ph.D. in computer science, so here’s an interesting data point. That means it’s probably too hard and painful for almost everyone,” right? Except the people who wrote it.

Aaron : Right. Because they know all of the quirks and all of the tricks, and they internalize that.

Paul : Yeah. Well, that’s why it’s really useful to go and watch your users use your stuff. If you build something for users, go and stand behind them. And my God, it is so hard to say, “Oh, no, don’t do that. Just click on that obvious button right in front of you. What are you doing?” It’s not so obvious.

Aaron : Why do you think people have such a hard time taking that step and actually going and spending time with their users?

Paul : I think because they think they know what their users are already like. And they don’t realize how different they are. And boy, let me tell you, direct marketers are very different from programmers.

When looking at people who are using your software the "wrong" way, it's just so hard resisting this impulse to reach out and tell them, "Don't do this! Do that instead!" - yet the best way to learn is to keep your mouth shut and keep observing. Taking a step back to put yourself in the shoes of your users is tough, but the benefits are worth it every step of the way.