In chapter 3 Hoekman talked about how not to always focus the design of a product or a website around the user as individuals, and rather to focus on the users as a whole. The company Basecamp itself told users that it designed its product to be used by themselves. However, this approach also prepared them to handle other peoples needs as well. They designed something for the field they were in. The book talks about if you're in the position that your product is designed, then first-person design would be necessary.
In the context of Imgur, the creator was a user of Reddit. Since he was himself a user of Reddit and was creating a site for Reddit users he was able to create a design which could be centered around himself and yet still apply to his needs. He designs a product which meets his needs and also meets the needs of his destination users.
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