» Ask your team: what do we actually need to know, by when, and how confident do we need to be?

» Don’t ask users what they do. Ask them for an example of a time they have done something, and then ask if it was typical

» When recruiting participants, say what the study is for, how long it will take, and what’s in it for them

» Celsys are going to start charging for software updates to their popular Clip Studio Paint product

» The way Celsys communicated this to their users caused outrage — some of which was justified

» Fog Creek found themselves trying to monetise their viral product Trello, which it had promised would be free forever

» Fog Creek had first mover advantage on an easily copied product, which it exploited by a timely sale to Atlassian

» More specific questions yield better user research findings

» User research works well when the team collaborates with a specialist user researcher

» Increased team user exposure hours correlates with more successful product improvements by the team

» The sooner you start user research, the greater impact it will have on your product

» A Kanban board helps the team to collate and track the questions to be researched

» Avoid waste by by first researching “shallow” user personas then progressively elaborating as needed

» Product managers can and should conduct user research when demand outstrips the researchers available

» Connect user personas to people’s actual goals for more emotional impact

» Good interviewers listen, not talk

» User research needs to be proactive as well as reactive validation

» Some research techniques are more useful than others at different stages

» You must safeguard the welfare of your user research participants

» There are many ways to recruit participants for your research without outsourcing

» Use a simple format for sharing research findings memorably