It’s often very easy to fix a simple problem on a website, but sometimes the fix is beyond the site’s team because they don’t use the site. Here is an example. I use Basecamp for project management. It’s a great tool. But it drives me crazy that there is no seeming sign-in entry point on their homepage for those of us who are registered (paying) users. Why? It’s a good question. But its proof that those who build things don’t always use them.