“As UX researchers, our goal is to identify customer pain points and obstacles in a given workflow or process, then tell a compelling story about their risks and provide general recommendations for alleviating those risks. But after eight years in UX research – even having mastered the arts of compelling storytelling and building stakeholder empathy – I still never quite saw the results I’d hoped for. Worse, my work required me to move quickly onto the next project, never to hear again about the outcomes of projects past.” (Kristi Olson ~ UXmatters)