“Three approaches to better design: each has its uses, but the costs, benefits, and risks differ dramatically.”
A/B Testing, Usability Engineering, Radical Innovation: What Pays Best?
It looks scientific, but it’s not.
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User research
Talking Out Loud Is Not the Same as Thinking Aloud
Old wisdom: What people say is (often) not what they think.
“(…) get your participants to think aloud, but encourage comments that illuminate the problem space – because that’s what usability testing is all about.”
(Mike Hughes ~ UXmatters)