Our previous experiences shape our expectations. Each of us have a set of different experiences and therefore different expectations. Our expectations are likely to be similar to our peers - up to a point, but different from those who are outside our peer group.
For example, would a 22 year old professional working in the tech industry expect the same from a website as a 45 year old working in a garage?
This seems such a fundamental concept, but one which is often overlooked.
The Agency Bubble
There exists a problem that I refer to as the “Agency Bubble” whereby a website is developed by experienced web users for each other rather than the end user. Internal testing may occur, but not external. Internal feedback is received, but not external. If external feedback is received it’s often from the client who is usually approaching the website from their own perspective rather than the customer’s.
This approach has more chance of succeeding when the website is aimed at advanced web users, but when it’s aimed at basic users, it’s far too insular.
The Shocking Truth
When a website is aimed at basic web users, user research/studies are often surprising and at times frustrating for designers. This doesn’t mean they’re wrong.
At times, it doesn’t pay to challenge expectations.
So?
Test externally with a group of people that represent the personas the website is being developed for. Test prototypes, test aspects of functionality, test at beta, monitor and review ongoing. You’ll be surprised. Even observing how one person interacts with the site is better than not doing it at all.
Expensive? No.
Valuable? Priceless.