Great UX makes it easy for the user to realize the benefits that the product’s functionality offers… [and] also achieves a high degree of usability and delight.
112
It’s critical when you conduct user research to ensure that the UX researcher isn’t the only person who gains most of the learning. Product team members should observe as much user research as they can.
119
Even though great design takes a lot of skill and work, there’s really no excuse for having a bad user experience.
