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Don't Listen to the Customers

Summary: The first rule of user experience design is: don't base the product on what customers *say* they want. You must watch what people actually *do* when using your design.

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https://www.youtube.com/watch?v=OARVjXqBI2A

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First Rule of Usability? Don't Listen to Users

To design the best UX, pay attention to what users do, not what they say. Self-reported claims are unreliable, as are user speculations about future behavior. Users do not know what they want.

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Jakob Nielsen, Ph.D., is a User Advocate and principal of the Nielsen Norman Group which he co-founded with Dr. Donald A. Norman (former VP of research at Apple Computer). Dr. Nielsen established the "discount usability engineering" movement for fast and cheap improvements of user interfaces and has invented several usability methods, including heuristic evaluation. He holds 79 United States patents, mainly on ways of making the Internet easier to use.

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