9 min read Design , UX , Design Patterns What people say, feel, think, and do are often very different things. To understand the underlying reasons for user behavior, it helps to look beyond the surface and explore hidden motivations, root causes, and the different layers of reality that shape how people act. Brought to you by Measuring UX Impact , friendly video course on UX and design patterns by Vitaly. Many companies think they know fairly well what their users want and need, and how they make their decisions. Yet most of the time these are merely big assumptions and big hunches — with little real evidence to support them. In practice, obvious reasons might be true, but they rarely paint the full picture. To understand our customers, we must triangulate across four levels of customer understanding by Hannah Shamji. It’s a useful way to think about the underlying reasons for user behavior, hidden motivations, and the complex layers of messy and noisy reality that are often overlooked.…