Erika’s book makes research accessible and helps you create an informed plan to better understand—and design for—your customers.

Liz Danzico

...[Dan] demystifies the process and provides a practical guide to start discovering your users’ real needs.

Christina Wodtke

Even the most experienced practitioners will find something they hadn't considered. Plus, it’s a laugh riot. 14/10.

Erika Hall

...brilliantly shines a light on the thousands of “invisible” choices we make in our work and our lives—and guides us on how to begin making better ones.

Alex Hillman

Full of actionable advice that looks thoughtfully beyond a first-time, single-pathway use case.

Patima Tantiprasut