When you're deep into the tech it's difficult to see beyond. You get used the rough edges and even grow to like and appreciate them.

It can take a fresh pair of eyes to look at things and see a different way forward, and then be bold enough to try. This usually involves stripping away features to make things more simple. That's not always a popular choice in engineering circles.

In technology, it's especially tricky to think about the 'average user' when you're surrounded by other technologists.