Foreword

Many books talk about how user experience work can be done—assuming that there are no barriers, blockers, or stakeholders who prefer to hear their own voices over those of their users.

Not so this book.

Instead, Lisandra Maioli takes this challenge head on, introducing hundreds of tried-and-trusted tactics for designing great user experiences, along with the strategies needed to ensure that your users are heard in your organization. Implementing the ideas contained in these pages will allow you to affect real change.

It's no surprise that the wisdom contained in this book is so broad.

A decade of Lisandra's experience as a journalist and UX researcher includes working with start-ups and multinationals across three continents. Her real-world examples cover every area of UX—from user research to prototyping, data and analytics, marketing, team balance, and communication. Her experience means no topic of importance to a modern UX professional has been left untouched.  

What this book leaves out is a single proscribed methodology for success. Instead, it gives you a powerful suite of processes and tools, explains their benefits in simple, accessible language, and combines them with practical real-world examples. It talks about when and how to use each process, but ultimately leaves you with control over which methodologies to use to solve the unique user problems your organization faces.

No work like this can be created without a passion for creating and improving remarkable user experiences. That passion has taken Lisandra from Brazil to Silicon Valley to Ireland, where I was fortunate enough to work with her, and onward to the Netherlands. It has taken her from journalism to marketing, and from marketing to her eventual home of UX—the only place where Lisandra’s unique ability to connect users with meaningful solutions shines through.

If you care about making your customers' voices the most powerful voice in your organization, then there is no doubt that you should study the words contained herein. It has everything you need to ensure that your customers are heard, appreciated, and understood.

Study well, grow wise, and challenge yourself to be better.

Dave Kearney
Founder / CEO of FluidUI.com