Most people don't care how much design effort went into your web site or application, and they don't care how clever you are. Some people may like detailed information on who built a supermarket and whether structural steel or reinforced concrete was used, but most will be happy as long as it doesn't fall down. Design implications Do not assume that people have anything other than basic web skills. Humans Protect their Privacy People are often reluctant to provide personal information. Many people will simply lie to you if you try to force them to reveal personal information.
People rate privacy policies as being an important factor in their perceptions of web sites.
Respect your customers and be honest with them. Humans are Lazy Given a choice between the easy way and the right way, people will choose the easy way. If it is easier to pick up the phone or visit the store, people will do that rather than use your web site. If it is easier to use someone else's web site, people will do that rather than use your web site. Design implications Make things as easy as possible.