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Mislead by research—How the user data isn’t always right

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This is an online webinar!

User research is essential to user-centered design, and lean UX techniques make validating hypotheses a fundamental principle. UX designers are told to get out of the building and go talk to their users.

Just one problem--gathering and interpreting research data is extremely hard to do well. While it might seem that making design decisions based on user research is foolproof, it is actually quite harzard prone. In fact, some of the biggest product failures ever were the result of poorly performed research.

This talk will cover the following:

  • The need for data and evidence-based design in consensus building
  • What "customers don't know what they want until we show it to them" really means
  • Popular data gathering techniques--and their problems
  • Validating hypotheses with MVPs--and related problems
  • How to interpret and validate research results
  • Dark patterns--why "evil by design" often gets good metrics
  • A "customers don't know what they want" case study

Any remaining time is reserved for questions and group discussion about your own experience the challenges of user research.

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