Recently I was helping my mom with some online shopping. She was looking for a case for her cell phone, and was having a difficult time with the transaction. “Stephen”, she said, “I need your help again.” I repeatedly helped her navigate Google, PayPal, and the rest of the process. For me, it was extremely frustrating to show the same steps over and over as she skipped around the Web looking for a deal. It seemed so simple and intuitive to me, and I couldn’t grasp why she was having so much trouble.

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