User Tested

List of Figures xi

Acknowledgments xiii

Preface xv

Part 1 The Challenge: Understanding Customers as Humans, Not Data Points 1

1 Competing in the Experience Economy: Many Companies Succeed Despite Sub-Par Customer Understanding 3

2 The Missing Dimension: Why and How Human Insight Powers Great Experiences 21

Part 2 The Solution: Human Insight Powers Customer-Centric Actions 41

3 What're You Trying to Answer? Mapping a User Test Approach to Your Desired Learnings 43

4 You Are Not Your Customer: How to Get Access to the Perspectives That Matter 63

5 Capture and Analyze: Sifting Through the Noise to Find the Signal 75

6 Take Action on Human Insight: Decide Where and How to Apply Your Learnings 89

Part 3 The Playbook: How Human Insight Fits into Your Business 97

7 Product Development: Creating Products People Love 99

8 Marketing: Getting Inside the Heads of Your Buyers 121

9 Every Team Owns the Experience: Optimizing the Holistic Customer Journey 149

Part 4 The Culture Shift: Applying Human Insight at Scale 173

10 Bottom Up: The Grassroots Movement 175

11 Top Down: How Executives Can Support and Model Change 191

One Final Note 205

Index 207

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• Negócios e gestão

<p>Customer-driven company; customer-centricity; user experience; ux design; customer experience dashboards; customer experience metrics; customer feedback; customer-focused; customer engagement; product development; customer perspective; voice of the customer; customer insight </p>