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UX Without Users Isn't UX

Summary: Many organizations claim to be user-centric. Yet they fail to include users in the development process. Without customer input, organizations risk creating bad interfaces.

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UX teams are responsible for creating desirable experiences for users. Yet many organizations fail to include users in the development process. Without customer input, organizations risk creating interfaces that fail.

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Hoa Loranger is VP at Nielsen Norman Group and has worked in user experience for over 20 years. She conducts research worldwide, and presents keynotes and training on best practices for interface design. Hoa has consulted for companies such as Microsoft, HP, Allstate, Samsung, Verizon, and Disney. She authors publications, including a book, Prioritizing Web Usability.

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