When people struggle to use a website, it would be easy to think of the problems they encounter as “their own fault." They should understand the site better, why are they not looking in the right place? But to blame them would be like blaming the ceiling for getting covered in candle soot. Our job is to understand and respect their problems, so we can look for ways to mitigate them. When we do that, they trust us more, we connect with them, and everyone wins.