By now, you probably already know the importance of user research, and better understanding your users’ needs and tasks. But it’s also important to dig deeper, into the psychology of what motivates them, and understand how humans really behave and think. Leave off those rose-colored glasses and see how users actually perceive an experience. In reality, humans have limited memory and focus; we’re swayed by emotion more than we’d care to admit. Carefully considering every single thing in our lives would be far too overwhelming, so humans often revert to using their more primitive fight-or-flight “lizard brains” to make decisions quickly.