The UX Research reckoning is here

You are nothing like the user. You are nothing like them in ways that will bias the way you think about what's good and bad in your product in ways that you can't necessarily recognize.

AB tests are great, but the AB test rarely tells you why it changed in the way it did. You don't have to guess. I know somebody who can get you an answer.

We changed seven characters and made Airbnb millions of dollars, because what we found out was really simple. The button feels scary. The CTA on the button feels scary.

The best researchers have five tools: formative research, evaluative research, survey design, applied statistics, and SQL/prompt engineering.

User-centered performance refers to customer obsession or user-centered practice that is symbolic rather than focused on learning. It's work we do to signal to each other how customer obsessed we are, not because we want to make a different decision.

Every time a PM comes to a researcher at the end of a product process and says, 'Can you just run a quick user study just to validate our assumptions,' that's user-centered performance. It's too late to matter.

We don't validate, we falsify. We are looking to be wrong.

User-centered performance refers to customer obsession or user-centered practice that is symbolic rather than focused on learning. It's work we do to signal to each other how customer obsessed we are, not because we want to make a different decision.

Every time a PM comes to a researcher at the end of a product process and says, 'Can you just run a quick user study just to validate our assumptions,' that's user-centered performance. It's too late to matter.