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Please note: This is a companion version & not the original book.
Sample Book Insights:
#1 To design for users, you must first understand users. If you don't already have that understanding, you must do some form of user research.
#2 The team conducted another study, this time showing users the existing ink cartridges: black rectangles with text-heavy stickers. The users loved the new designs, exclaiming enthusiastically and caressing them.
Regardless of methodology, there was no insight to be gained here.
#3 Interviewing is the process of gathering information about users to support the organization when creating products, services, and more. It is a shared goal for user researchers to gather information about users to support the organization when creating products, services, and more.
#4 The term ethnography is sometimes contentious, but it is simply referring to interviewing users.
It is a deep understanding of people that informs design and business problems.