'Hold my beer.' Those three words have preceded some of the greatest moments in history. But who would’ve thought they’d pave the way for an epic user testing session? In this talk, Austin will discuss a drunken usability experiment and the unexpected influence that it had on the way that user research is conducted. Learn about new and unconventional methods for overcoming the struggles and pitfalls of traditional user testing, obtaining true and honest user feedback, and verifying the usability and simplicity of a design. Discover the resulting impact on bottom-line metrics like conversion rate, retention, engagement, and revenue. Walk away with a list of tools that you can use to conduct similar research and experiments on your own projects. Finally, learn about what it means to have a Culture of UX and gain actionable advice on how you can create it within your own company.