tedster - 3:20 am on May 27, 2011 (gmt 0)
I know how humbling this kind of experience can be. It's something like finding out your child really is [ugly, stupid, cruel, clumsy, etc] despite your parental love and naturally biased viewpoint. This is why I so value the expensive reports published by Jakob Nielsen of Nielsen Norman Group. It's not just his opinion, it's the results of actual user testing. Invaluable guidance.
I bought E-Commerce User Experience a few years ago for $450. Paid for itself almost instantly, once I got past my excuses for doing things that he advises against.