The Importance of Understanding What Users Want

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The biggest issue we have as user experience people is not understanding what it is that our users want. We know companies, at least they're always pay lip service to the fact that they want to be customer focus. And for me, when the reality of the hype doesn't meet the hype, that's when things start to go wrong. So again, I spent a lot of time picking up after internal UX teams that have launched something and it's gone wrong.

Joe Leech shows us how psychology helps frame what we’re seeing in user research. He articulates why the superpower we need is understanding how business works. He inspires us get out of our seat and talk to executives in the organization more about the business. He also challenges us to not just always be shipping, but always be shipping the right things.

Secret Identity/Origin Story (4:39)
Biggest Superhero (14:50)
Biggest Failure (22:37)
Awkward Testing Story (30:03)
Design Superpower (32:03)
Design Kryptonite (33:34)
Design Superhero Name (36:52)
Fight For Users (42:03)
Psychology & Design (43:05)
Habit Of Success (49:48)
Invincible Resource (51:26)
Book Recommendation (54:40)
Best Advice (57:49)
Contact Info (59:46)

Check out the detailed show notes and Eli Jorgensen’s astonishing superhero artwork at userdefenders.com/039

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