Pilar García

You cannot ask people to predict anything or to remember something that was too far in the past. No one can tell you how likely they are to do anything in the future. And humans are way better at fabricating answers than at remembering past events accurately.

Some research questions are completely unanswerable if you pose them directly, especially if they are about motivation or sensitive topics such as health and money.

Whether it’s innovating a new product or optimizing an existing one, product designers should leverage their product users’ knowledge of familiar products and interfaces. The payoff is smoother interactio…