{"product_id":"user-tested-9781119844631","title":"User Tested","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eAn insightful discussion and practical guide on how to put customers back into the center of your business model\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWith 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eUser Tested\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eIn this book, you'll:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eLearn how businesses became obsessed with databut disconnected from their customersand why that's not sustainable\u003c\/li\u003e \u003cli\u003e\n\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eList of Figures xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 The Challenge: Understanding Customers as Humans, Not Data Points 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Competing in the Experience Economy: Many Companies Succeed Despite Sub-Par Customer Understanding 3\u003c\/p\u003e \u003cp\u003e2 The Missing Dimension: Why and How Human Insight Powers Great Experiences 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 The Solution: Human Insight Powers Customer-Centric Actions 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3 What’re You Trying to Answer? Mapping a User Test Approach to Your Desired Learnings 43\u003c\/p\u003e \u003cp\u003e4 You Are Not Your Customer: How to Get Access to the Perspectives That Matter 63\u003c\/p\u003e \u003cp\u003e5 Capture and Analyze: Sifting Through the Noise to Find the Signal 75\u003c\/p\u003e \u003cp\u003e6 Take Action on Human Insight: Decide Where and How to Apply Your Learnings 89\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 The Playbook: How Human Insight Fits into Your Business 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e7 Product Development: Creating Products People Love 99\u003c\/p\u003e \u003cp\u003e8 Marketing: Getting Inside the Heads of Your Buyers 121\u003c\/p\u003e \u003cp\u003e9 Every Team Owns the Experience: Optimizing the Holistic Customer Journey 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4 The Culture Shift: Applying Human Insight at Scale 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e10 Bottom Up: The Grassroots Movement 175\u003c\/p\u003e \u003cp\u003e11 Top Down: How Executives Can Support and Model Change 191\u003c\/p\u003e \u003cp\u003eOne Final Note 205\u003c\/p\u003e \u003cp\u003eIndex 207\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407169593687,"sku":"9781119844631","price":18.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119844631.jpg?v=1730498419","url":"https:\/\/bookcurl.com\/products\/user-tested-9781119844631","provider":"Book Curl","version":"1.0","type":"link"}