Acknowledgments

Many people generously shared their experience, time, and knowledge to help us bring this book to fruition. We feel such gratitude to them all.

None of this would have been possible without our gifted, talented, and ridiculously hardworking research assistants: Sukeshini “Suki” Grandhi, David Shulman, and Tatyana Nikolayeva. They wholeheartedly labored on this project—running studies, writing code, and quantifying and analyzing data—even longer than they had initially promised and ever pleasantly. If they ever apply for a job with you, hire them immediately at top salary.

Along those lines, Nielsen Norman Group’s Susan Pernice did anything and everything, from recruiting testers to drawing about a million “areas of interest” boxes ...

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