One of the biggest problems in technology is that systems are designed by people who are technical by definition.  I used to always tell my development team, “you need to design a product that my dad could use.  He’s a smart guy.  He’s a doctor.  But he didn’t grow up with technology.  He never pays attention to all of the feature creep in products and in many ways the more features the less he is able to use the product. My Dad uses email – he still doesn’t understand the ‘forward’ button.”