User Tested: How the World's Top Companies Use Human Insight to Create Great Experiences

ISBN-13: 9781119844631 / Angielski / Twarda / 2022 / 240 str.

Janelle Estes; Andy MacMillan

Recenzje

"This book highlights that we're all living in the Age of the Customer--and that crafting exceptional customer experiences starts with listening to your most important stakeholders and turning feedback into true human insight."--Zander Lurie, CEO of Momentive.ai"The real magic to designing truly customer-centered products is less about understanding what people do, and much more about why they do it. In this book Janelle and Andy provide tools, methodologies and most importantly, a mindset that will help you uncover the why behind the what."--David Schonthal, Professor of Innovation & Entrepreneurship at the Kellogg School of Management & Author of The Human Element"As a product leader that prides myself on being strong analytically, there is no stronger lesson I've learned than you can't spend enough time listening to your users. User Tested not only explains why but gives you the tips and tools to do it effectively."--Ashish Desai, VP of Consumer Product, Handshake"Explodes the myth that you need more statistics to become smarter--especially in a world where customers are changing the rules."--David Howland, Chief Marketing Officer, Earnix"This is not another book about business. It's about humans and how you can reimagine your business with them at the center."--Katrina Alcorn, leading design executive"The 'experience economy' is about a new era of buyer behavior. Much like the industrial revolution transformed the economy of the 1900s, we're entering a customer-driven revolution that's changing the way companies interact with consumers."--Jonathan Perera, Chief Marketing Officer, Highspot"User Tested is a great reminder that while no business leader in their right mind would say that their company doesn't prioritize their customers, many consumers feel misunderstood and unvalued. Janelle Estes and Andy MacMillan break down the underlying disconnect between businesses and what their customers actually experience, and then explain what to do about it."--Tom Krackeler, Chief Customer Officer, Zuora

Spis treści

List of Figures xiAcknowledgments xiiiPreface xvPart 1 The Challenge: Understanding Customers as Humans, Not Data Points 11 Competing in the Experience Economy: Many Companies Succeed Despite Sub-Par Customer Understanding 32 The Missing Dimension: Why and How Human Insight Powers Great Experiences 21Part 2 The Solution: Human Insight Powers Customer-Centric Actions 413 What're You Trying to Answer? Mapping a User Test Approach to Your Desired Learnings 434 You Are Not Your Customer: How to Get Access to the Perspectives That Matter 635 Capture and Analyze: Sifting Through the Noise to Find the Signal 756 Take Action on Human Insight: Decide Where and How to Apply Your Learnings 89Part 3 The Playbook: How Human Insight Fits into Your Business 977 Product Development: Creating Products People Love 998 Marketing: Getting Inside the Heads of Your Buyers 1219 Every Team Owns the Experience: Optimizing the Holistic Customer Journey 149Part 4 The Culture Shift: Applying Human Insight at Scale 17310 Bottom Up: The Grassroots Movement 17511 Top Down: How Executives Can Support and Model Change 191One Final Note 205Index 207

O autorze

JANELLE ESTES, Chief Insights Officer at UserTesting, helps leading organizations build human insight into culture and process. As a speaker and thought leader on customer experience, Janelle has guest lectured at Harvard Business School, Harvard Kennedy School, and Northeastern University.ANDY MACMILLAN is CEO of UserTesting, the world's leading user testing and human insight platform. He is a former product executive at Oracle and Salesforce. He understands the critical role human insight plays in building world class products and solutions on a global scale.