User Research Quotes

“If you think user research is expensive, you should look at the cost of building the wrong thing.”
― Mario Maruffi

“Immature product teams make the same mistake: They want users to understand their products but refuse to understand their users.”
― Mario Maruffi

“When you design a product or service 

You can guess or you can user research”
― Mario Maruffi

“If you think user research is expensive, you should look at the cost of building the wrong thing.”
― Mario Maruffi, Inspired by Ralf Speth

“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

“Usability plays a much wider role in our lives than most people realize. It’s not
just about using a website, a piece of software, or the latest technology. Usability is
about setting up a tent, relighting a furnace to heat a home, trying to figure out a
tax form, or driving an unfamiliar rental car. Usability impacts everyone, every day.
It cuts across cultures, age, gender, and economic class.”
― Thomas Tullis, Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics

“If you want a user to understand your digital product, you must first understand the user.”
― Mario Maruffi

“‍User research can save your development budget.”
― Mario Maruffi

“Research to understand. Understand to solve.”
― Mario Maruffi

“When you design a product or service, you can guess or you can user research.”
― Mario Maruffi, 2021, LinkedIn