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Whenever possible, Rob wants to inform design decisions with user input. This can take many quantitative and qualitative forms. Rob has worked with thousands of customers, from surveys to focus groups to interviews to usability tests to analyzing web analytics, all in the name of his belief in user-centered design.
Rob does not assume to know how to best design, unless he is a user of the product he designs. To design the best products, he seeks for product teams understand as much as they can about the problem and the behavior of intended users so that a solution can be implemented that meets the need.
All types of user research brings about better results compared to not conducting any research at all. One of the most fulfilling moments for Rob is when the development team is able to watch usability testing and spark that “aha” moment when they see a part of the design that really is a source of pain for the user that they thought was straightforward.