Where does the fun come from in this game genre? Gain insights about how to enhance the usability of a product Do people find this product easy to use? Insights that can guide the development of your product and significantly impact its success Focus on behavior rather than opinion How long does it take users to complete certain tasks? Capture how users perform tasks Where are breakdowns happening in common user tasks? How could the information in our product be better organized? Capture the needs, behaviors and pain points for each user group Who will be using my product and what are their key characteristics? How do my target customers currently use my product?