"Why" Beats "What" in UX (UX Slogan #6)

Summary: Data about what users do is valuable, but not nearly as valuable as information about why people did something. Such "why" insight should drive UX design decisions.

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"Why" Beats "What" in UX (UX Slogan #6)

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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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