Iva Barisic Hafner

Iva Barisic Hafner, a user experience researcher on the Google Shopping team, shares her expertise on understanding the 'why' behind user behaviors. She highlights accessible UXR methods like cognitive walkthroughs and heuristic evaluations that can transform user insights into improved website designs. The discussion also emphasizes the blend of qualitative and quantitative research to identify user pain points effectively. Iva champions the significance of proper survey practices for reliable data and encourages ongoing learning in user experience research.