Creating and understanding the user types and/or personas is crucial in informing our design decisions. But more then that, we need user research in order to understand the humans we are designing for, to discover the small hidden moments that will fuel us and push us to make things better … for them.
In this talk I will try to show, trough a couple of examples and anecdotes, how important is to allocate time in your user research to go find the user in the real world, to plan on-location research, and to let them take you on a journey.
