Observe what people do, not what they say When talking to users, it’s important to keep this in mind: they always say one thing but do it differently. I conducted a few user testing sessions this week and have one perfect example to show you why. I had this one user testing out a Contacts list view prototype and asked him if he usually sorts/filters his Contacts. He said no because he wouldn’t need do so. However, when he discovered the new filters dropdown menu, he was amazed by how convenient it is to sort and filter multiple options at a time and immediately asked when that can roll out in production.