If You're Not Checking, You're Guessing (UX Slogan #11)
Summary: Even the smallest amount of empirical findings about your target audience and their use of your UI will lead to vastly better design decisions than if you're designing without data. Because then you're just guessing.
Sarah Gibbonsis a former NN/G employee who worked on teaching, leadership, and design thought leadership. At NN/G Sarah published ground-breaking insights on service design and service blueprinting, design thinking, and artificial intelligence (AI).
