DON'T explain how the site works to your subjects. Most important of all, indicate that they are not being tested themselves. Be willing to wait and listen when they get stuck. Write down the problems. Do it again, with new subjects, until your site passes the test.
T hat's it for now.
Notice that our ending parallels the moral of the emperor's new clothes story . Invite the truth. Don't pressure your friends, family, and employees to give you what they think you want to hear. Set up an honest test with the ground rules mentioned above. You'll get your money's worth.