Much UX design thinking today centers on public, customer-facing, or externally facing systems such as B2C and B2B ecommerce sites and social-media sites. An intrinsic feature of such systems that strongly affects our UX design and related processes is that the users of these system are largely anonymous to us. Even with good user research and persona development, we can’t know in advance who most individual site users will be or how many users there will be; and we have little influence over the skills and attitudes that they possess when they first arrive at our new site.
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