The mantra of UX/UI design: Design is a systematic and data-driven process
Quantitative data (what about the users)
Information that can be transcribed numerically
Survey data, could be put in to a spreadsheet and analyze it
Qualitative data (why/how about the users)
Information gathered from interviews with users.
The information you collect will more easily be put into a narrative than into spreadsheets, imagine that you interviewed 15 people about the reasons they got a new smartphone.
Users as stakeholders
people who use the design directly, designers commonly interact with, end-users
do not use the design directly but may do so indirectly because they get some output from it-or may provide some input
may not use the design at all but are directly affected by the design in either negative or positive ways
EX. Running shoes
Secondary: Coach from the track team that the runner is in
Tertiary: Project manager of the company that build the shoes (he will get a bonus if the shoes get an increase in sales)
Understanding Stakeholders leads to a better User Experience Design.