How the Changes in UX Assumptions Create Opportunities for Startups
We all build products based on assumptions - assumptions about our users, who they are, how they think, what they expect. When the underlying assumptions underpinning product design no longer holds, new opportunities are created.
Jakob Nielsen, a famed user experience researcher, writes about one such secular dislocation of UX assumptions in the Anti-Mac interface. It’s a post written in 1995 that remains remarkably relevant today. It contemplates all the assumptions underpinning the original Apple software design, and how the old fundamentals no longer apply for users who have grown up with technology. Below, I’ve reproduced all the core Mac UI assumptions from 1995. How many of them changed with the smartphone just ten years later?





