UX teams are responsible for creating desirable experiences for users. Yet many organizations fail to include users in the development process. Without customer input, organizations risk creating interfaces that fail, writes Hoa Loranger of the Nielsen Norman Group.

“User experience cannot exist without users. Creating user interfaces involves intricate and complex decisions. User research is a tool that can help you achieve your goals.

Even the most well thought out designs are assumptions until they are tested by real users. Different types of research can answer different types of questions. Know the tools and apply them accordingly. Leaving the user out is not an option.”