What's a better term for "stupid" user?

Question

A common term in the design world is:

Design for stupid.

Another one is the acronym KISS which stands for:

Keep it simple stupid.

or

Keep it stupid simple.

The logic in these statements is that if we design a product/experience/interface/etc. to be easy-to-use and work well for "stupid" users it will therefore work well for most users. However, we wouldn't blatantly call these users "stupid" to their face. So for this user group that requires extra assistance, what is a nicer non-offensive word to reference them?

These users tend to have difficulty in using a product/experience/interface/etc. due to a lack of experience/knowledge/common-sense/know-how/logic.

Answer 1

KISS does indeed mean "Keep it simple, stupid", but the stupid in question is not the user - it's the designer. This is a self-humbling mantra reminding you to avoid going too deep down the rabbit hole.

Although I think the assumption that our users are "stupid" is wrong to begin with, I think you're looking for terms like "inexperienced users" or "novice users".

Answer 2

First, to define the opposite term:

savvy

adjective, sav·vi·er, sav·vi·est.
1. experienced, knowledgable, and well-informed; shrewd (often used in combination):
consumers who are savvy about prices;
a tech-savvy entrepreneur.

noun
2. Also sav·vi·ness. practical understanding; shrewdness or intelligence; common sense:
a candidate who seemed to have no political savvy.

verb (used with or without object), sav·vied, sav·vy·ing.
3. to know; understand.

^{From Dictionary.com}

The term "tech-savvy" is used quite often in the industry. As such, I'd suggest that "not tech-savvy" (or simply "non-savvy," if the context is clear) may be the most accurate in your case.

Answer 3

Design for the Perpetual Intermediates

While everyone is a novice at some point, few remain at that level for very long. Every interaction with any site or piece of technology adds to their mental models and they quickly move up in experience. Even if you are designing an interface for a first-time user, it's likely you assume they know what a screen and keyboard are and don't try to simplify things too far.

At the same time, few people use a specific piece of software long enough or deeply enough to attain expert status. And even those that do may find that their knowledge erodes due to time or version updates. Even if you have a captive audience with a requirement to use your tool, they might still appreciate some help if it's their first day or they just came back from vacation.

Most users, most of the time aren't at extreme ends of the spectrum.

Therefore, design for the Perpetual Intermediates. Those that have enough knowledge to be able to find their way around if it's clearly marked, but not enough to have memorized anything about your designs.