In the digital age, creating meaningful design requires us to understand people who are different, anticipate what they will want to do, and provide them with the tools they need, exactly when they need them. But how can we do that? We are not saints, gods, or clairvoyants. We can only understand others through research, and that is the subject of this shiny little book.
How is this book different from others? In a perfect world, research budgets are sufficient, ample research time is provided in advance of project definition, and accuracy is assured through shared models and processes. In that perfect world, clients value research. They reward designers who ask difficult questions, and prioritize user needs over marketing directives, internal politics, or personal peccadillos.