"Design for activities and the result will be usable by everyone." #readingToday

Design for individuals and the results may be wonderful for the particular people they were designed for, but a mismatch for others. Design for activities and the result will be usable by everyone. A major benefit is that if the design requirements are consistent with their activities, people will tolerate complexity and the requirements to learn something new: as long as the complexity and the new things to be learned feel appropriate to the task, they will feel natural and be viewed as reasonable.

Design of Everyday Things Revised, Don Norman