Don't Listen to the Customers

Summary: The first rule of user experience design is: don't base the product on what customers *say* they want. You must watch what people actually *do* when using your design.

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Don't Listen to the Customers

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First Rule of Usability? Don't Listen to Users

To design the best UX, pay attention to what users do, not what they say. Self-reported claims are unreliable, as are user speculations about future behavior. Users do not know what they want.

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Jakob Nielsen, Ph.D., is a retired principal and co-founder (with Dr. Donald A. Norman) of the Nielsen Norman Group. Jakob established the "discount usability engineering" movement for fast and cheap improvements of user interfaces and invented the heuristic evaluation method.

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