I've sat in 40 user testing sessions this year.
The thing clients never believe until they see it: users don't read.
They scan, they guess, they click the wrong thing, they give up, and they blame themselves.
That last part is the one that gets me every time. "I must be doing it wrong." No. The design is wrong.
We build for the imaginary user who reads every word and follows the logical flow.
The real user is distracted, impatient, and doing three other things.
Design for that person. Not the demo version.