We are blind to site visitors' needs

In Computer Weekly Dan Benatan discusses the problem of being unable, as web site designers, to understand user perspectives/needs.

    Web site owners operate from a position of knowledge of the industry they serve. They know things about their products and markets that they perceive to be general knowledge or common sense. ... They fail to recognise that a sequence of operations that seems entirely natural to them may be completely senseless to others. Just as an author is handicapped when proof-reading or editing his own work, those within an industry cannot easily see from the perspective of an outsider. Usability testing can help, but it is not a complete answer.