The best UX insights don’t come from asking more questions.
They come from asking better ones.
The simplest question is often the most powerful:
“Why?”
Users don’t abandon a checkout, hesitate on a screen, or ignore a button for no reason.
Every action has a story.
Your job is to uncover it.
The next time you’re conducting a usability test, don’t rush to the next task.
Pause.
Ask “Why?” one more time.
You might discover the insight that changes your entire design.
What’s the most surprising insight you’ve uncovered simply by asking “Why?”
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