David Travis > Quotes

“Companies say they value great design. But they assume that to do great design they need a rock star designer. But great design doesn’t live inside designers. It lives inside your users’ heads. You get inside your users heads by doing good UX research: research that provides actionable and testable insights into users’ needs.”
― David Travis, Think Like a UX Researcher: How to Observe Users, Influence Design, and Shape Business Strategy

“Fundamentally, all UX research answers one of two questions: (a) Who are our users and what are they trying to do? (b) Can people use the thing we’ve designed to solve their problem? You answer the first question with a field visit and you answer the second question with a usability test.”
― David Travis, Think Like a UX Researcher: How to Observe Users, Influence Design, and Shape Business Strategy

“Creating personas should never be your goal— understanding users’ needs, goals and motivations should be your goal.”
― David Travis, Think Like a UX Researcher: How to Observe Users, Influence Design, and Shape Business Strategy

“Never, ever, ever, act on assumptions. Search out the facts and act on those.”
― David Travis, Think Like a UX Researcher: How to Observe Users, Influence Design, and Shape Business Strategy

“Quantitative data tell us what people are doing. Qualitative data tell us why people are doing it. The best kind of research combines the two kinds of data.”
― David Travis, Think Like a UX Researcher: How to Observe Users, Influence Design, and Shape Business Strategy