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

Liz Danzico

[Erika] teaches you about integrating content, structure, and tone into a single, compelling experience.

Kim Goodwin

Businesses finally understand the value of investing in design…make sure every dollar spent on design produces real results.

Anil Dash

Designers conceptualize what gets built in the world. When one fully takes this in, as Mike challenges us to do, it prompts a radical reconsideration of who the work ought to serve.

Kelli Anderson