designers tend to unconsciously default to imagined users whose experiences are similar to their own.35 This means that users are

How successful were they? What hidden constraints could explain its weaknesses? Who were the powerful people who made these decisions? Who paid for it? Did people come first, or a technology, or an organization? What message is the style sending to you? Who is included or excluded from participating? What systems is this design a part of? Where in

Is it always (or ever) possible to reduce cognitive load for all users simultaneously? Perhaps not. Instead, designers constantly make choices about which users to privilege and which will have to do more work.