No, no, he's done research, right from the start. Says so right on the page titled "design process". That's how he knows, I'm sure. He wouldn't just be making

No, no, he's done research, right from the start. Says so right on the page titled "design process". That's how he knows, I'm sure. He wouldn't just be making that stuff up out of thin air, and surely the "research" and "design process" did not exclusively consist out of the previous iterations of mockups we can see on that page. Certainly he's also written the technical design document that describes a clearly outlined goal at the start, works that out referring to well-known theories, studies and previous research done in the field of UX design. Obviously the statements about efficiency have been corroborated by hard numbers obtained from use cases, user studies--done on people other than himself or his professors--about discoverability, efficiency, employing user tasks and scripts (as described in the literature he must be familiar with). He's a student of interaction design on a university. So he must certainly know that research implies science and interaction design involves actual social studies and that building mockups, animations and a gorgeous website with demo video is only a tiny and not even that important part of the field. Certainly it can't be that this guy is in fact quite talented at marketing and that's why he's currently at the top of HN.