“If our community is going to actively sell the concept of user experience, we need hard data. Yet at every conference I attend, I hear about new tools, new techniques, new processes – but almost never about unassailable scientific results that demonstrate replicability. Sadly, most of the case stories I hear are merely glorified advertising. Moreover, like touching the hot iron as a child, learning about what doesn’t work is also important.”

(Eric Reiss a.k.a. @elreiss ~ FatDUX)