"Sometimes you go into user research with a hypothesis and the research validates it. That’s great. That’s easy. But what I really love is when you go in with a hypothesis and the research totally flips it on its head. That’s when you learn the most."

#userResearch #serviceDesign

design.scotentblog.co.uk/when-…

When users tell you that you’re focusing on the wrong thing – listen to them | Scottish Enterprise Design blog

Part of me wonders if I should say this, but…I love it when user research goes wrong.  Sometimes you go into user research with a hypothesis and the research validates it. That’s great. That’s easy.

^{Katie Dickerson (Scottish Enterprise)}