Beyond User Research: Giving Voice of Customer Another Chance

This month was busy! I also contributed an article, Beyond User Research: Giving Voice of Customer Another Chance, to the UXPA’s User Experience magazine.. It’s an argument that while, on the one hand, there’s often inappropriate pressure for enterprise UX people to do what customers say, we nonetheless need to make sure we’re not losing touch with customers entirely. They’re important from a relationship perspective, but more importantly, they can provide context for understanding what our users need to accomplish.