Qualitative usability studies have few users and variable protocol; numbers obtained from such studies are likely to poorly reflect the true behavior of your population due to large measurement errors.| Nielsen Norman Group
When people select alternatives, they avoid loss and optimize for sure wins because the pain of losing is greater than the satisfaction of an equivalent gain. UX designs should frame decisions accordingly.| Nielsen Norman Group
Designers, developers, and even UX researchers fall prey to the false-consensus effect, projecting their behaviors and reactions onto users.| Nielsen Norman Group
In user research, the facilitator's choice of words can affect the participants' feedback or behavior.| Nielsen Norman Group
Use methods like 5-second testing, first-click testing, and preference testing to gain insights into how users perceive your visual design.| Nielsen Norman Group
Open-ended questions result in deeper insights. Closed questions provide clarification and detail, but no unexpected insights.| Nielsen Norman Group
User interviews help you learn who your users are, what their experiences are like, and what they need, value, and desire.| Nielsen Norman Group
