Think Like Users 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