We are so impressed that the bear can even dance that we don't care if it can't dance well. Consumers put up with an awful lot of garbage because they are impressed that computers work, even if they are almost impossible to use. Very few people try to fix problems. Software publishers and developers usually deny there is a problem. Interface design is often an afterthought and done too late to change how the software or computer devise works with the user.
Interactive design needs to be well under way before coding is done.
Too often the interface is designed by people with no knowledge of interface design, which is why Cooper is trying to convince people heading companies of the need to hire interactive designers and make them important to the product design and development process. Currently, programmers usually do design work, and it is a rare programmer who is good at both coding and interactive design. A professional interactive designer is needed for every project. However, most programmers think they know best and refuse to bow to anyone's demands. Too often they design for themselves and not the typical user.