“Writing is designing with words. Designing is writing without them.” – Robert Hoekman Jr.

This quote was submitted by an inspireUX reader from Robert’s twitter feed.   Submit a quote using the form on the right side of this page, and it may be chosen as a future quote!

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“Many of the most compelling usability test insights come not from the elements that are evaluated, but rather those not evaluated… The unintended conclusions—the peripheral insights—are often what feed a designer’s instincts most.” – Robert Hoekman Jr.

Read more in Robert’s article “The Myth of Usability Testing.”

1. Focus on understanding the behavior and performance of people using a design
2. Usability testing is a means of understanding the goodness of a design’s fit to the intended users’ problems
3. Why should we all suffer an interface that is unusable?

“Each moment has the potential to increase a user’s confidence or destroy his trust in a product or a company, and each one is an important piece of the whole experience. Why? Because the task a person is attempting to complete at any given moment is the most important task to that person, at that moment. It is our job to make sure nothing goes wrong.  To make sure that moment is enjoyable and productive, and helps our user feel smart.” – Designing the Moment by Robert Hoekman Jr.

Purchase Designing the Moment here or check out a sample chapter of the book on Robert Hoekman Jr.’s site.

Read David Fiorito’s thoughts on Designing the Moment here.

1. Designs should intice passion and make people feel engaged and energized
2. Treat your audience less like a faceless user and more like a human being
3. In UX design, mindset is more important than process