User Experience Strategists, Market Research Analysts, Usability Engineers, and Information Architects. Discovering this optimal experience, however, is often an elusive process. We can interview users, observe and test them while they complete standard tasks, apply heuristic analyses to product designs, write user scenarios, conduct ethnographic research, and create user flow diagrams that outline the ideal experience for the given user set. After all is said and done, however, we often find ourselves re-testing the product outside the methodological vacuum. Rules and heuristics for usability evaluations can be effective measures for a product's usability.
Some users like to be challenged.
In fact, some need to be challenged in order to walk away with a sense of accomplishment. Just imagine if every single store at the mall had the same layout, the same sales associates, and the same products. Sounds extreme, but if we were to get our heuristic hands on every site and product out there, we would no doubt end up boring users into total apathy. Companies have spent thousands making sure that their sites let every user in the front door. You want people who are willing to work and to show you the money.