Angie Born

CX Expert

Angie Born

CX Expert

Angie Born

Why Your Users Lie to You

We lie all the time. Not because we are dishonest people, but for a large array of other reasons. And so do your users when you are trying to find out what features to build next or how to price your product.

User research becomes more sophisticated and established in a lot of companies who develop their product with user-centred design methodologies. So it is important not to base our decisions on wrong data. This talk explains the key biases that you need to look out for, and shows insights from current studies in this field. It helps you ask the right question to your users and to your research teams and shows you how to avoid common pitfalls in interviews, surveys and usability tests.

About

Angie has almost 20 years of experience in UX. She started her career in usability consulting, then moved into Service Design and quit her job as Head of Product for a B2B software company to freelance as a user researcher. She joined Liip to help building a new Basel office.

She’s interviewed and observed thousands of users, built hundreds of applications, IVR systems and services, and she is convinced that combining empathy with evidence is crucial for any product manager. She has a bachelor in interaction design from Switzerland and an MBA from Australia, and teaches UX in private institutions and universities.