Description

Book Synopsis

An insightful discussion and practical guide on how to put customers back into the center of your business model

With so many digital experiences touching our livesand businessesit's understandable to feel like you're drowning in data. There's a dashboard or chart for just about everything, but data alone can't help you understand and empathize with your customers. No amount of it will take you inside their heads, help you see the world through their eyes, or let you experience what it's really like to be your customer. Only human insight from real people can do that.

User Tested gives both individual contributors and executives an approachable, pragmatic playbook for stepping beyond standard business metrics and infusing real human insight into every business decision, design, and experience.

In this book, you'll:

  • Learn how businesses became obsessed with databut disconnected from their customersand why that's not sustainable

  • Table of Contents

    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

User Tested

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    £18.69

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    RRP £21.99 – you save £3.30 (15%)

    Order before 4pm tomorrow for delivery by Wed 29 Jul 2026.

    A Hardback by Janelle Estes, Andy MacMillan

    1 in stock

      Trusted by thousands of customers. See 2,385+ Customer Reviews

      View other formats and editions of User Tested by Janelle Estes

      Publisher: John Wiley & Sons Inc
      Publication Date: Publication Date: 04/04/2022
      ISBN13: 9781119844631, 978-1119844631
      ISBN10: 1119844630

      Description

      Book Synopsis

      An insightful discussion and practical guide on how to put customers back into the center of your business model

      With so many digital experiences touching our livesand businessesit's understandable to feel like you're drowning in data. There's a dashboard or chart for just about everything, but data alone can't help you understand and empathize with your customers. No amount of it will take you inside their heads, help you see the world through their eyes, or let you experience what it's really like to be your customer. Only human insight from real people can do that.

      User Tested gives both individual contributors and executives an approachable, pragmatic playbook for stepping beyond standard business metrics and infusing real human insight into every business decision, design, and experience.

      In this book, you'll:

      • Learn how businesses became obsessed with databut disconnected from their customersand why that's not sustainable

      • Table of Contents

        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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