We get so distracted by the tools that we use, we sometimes forget about what we’re building with those tools.

This causes a really common User Experience Mistake: “nerd-eye blindness.”

You get your head so deep into the nerd stuff – the technology used to create your experience – you lose sight of the experience you’re actually creating. This is “nerd-eye blindness.”

If you want to create truly great experiences, you’re better off stepping back from the technology, and thinking exclusively about the experience you’re creating.

Apple has always taken this approach, and Steve Jobs said it well: