It was strange reading this chapter because after learning about user-focused needs and personas as a legitimate method of design, Hoekman brings up a lot of points essentially tear that idea down. He brings up the popular argument against user-centered design that there are thousands of different users that all of have different wants, needs and experience levels. If you are designing for users, you are only satisfying only a select group of users. If a new application were to be developed with a lot of new features that satisfies, for example, avid-programmers, this would be a problem for the majority of the world that isn't proficient in programming. I agree with his idea that we have to move on to a more situational design scheme that looks into the situational problems that need to be solved no matter what type of user is solving it.
When thinking about the treadmill in project #2, Hoekman would say that designers need to look at the particular situation and determine the best method of research. I think for redesigning the treadmill monitor, I would have observed users more and tried to determine what features they enjoyed and utilized most and what they didn't because as Hoekman states, users only fully understand about 20% of an application. I think I would also try to avoid asking users directly how they would use a redesigned applicaiton because users are never truly know how they would react, they can only hypothesize.
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