(Ebook PDF) User Tested How the World’s Top Companies Use Human Insight to Create Great Experiences 1st edition by Janelle Estes, Andy MacMillan 111984472X 9781119844723 full chapters

User Tested How the World’s Top Companies Use Human Insight to Create Great Experiences 1st edition by Janelle Estes, Andy MacMillan- Ebook PDF Instant Download/DeliveryISBN:  9781119844723, 111984472X

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Product details:

ISBN-10 :  111984472X 

ISBN-13 :  9781119844723

Author: Janelle Estes, Andy MacMillan 

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 lives—and businesses—it’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.

User Tested How the World’s Top Companies Use Human Insight to Create Great Experiences 1st Table of contents:

PART 1: The Challenge: Understanding Customers as Humans, Not Data Points
CHAPTER 1: Competing in the Experience Economy
When Did We Start to Value Data Over Human Connections?
Great Experiences Are Derived from Deep Customer Understanding
But … You Can’t Always Take Customer Suggestions at Face Value
Decisioning on Metrics Alone Puts You at Risk
Integrating Human Insight into Decisioning Is the Way Forward
Notes
CHAPTER 2: The Missing Dimension
Existing Customer Data Sources Don’t Give Us the Full Picture
Why Human Insight Should Be Included in How Companies Assess Their Experiences
User Testing Leads to Human Insight
Human Insight in Action
Why We Overlook or Dismiss Human Insight
Human Insight for the Win
Notes
PART 2: The Solution: Human Insight Powers Customer‐Centric Actions
CHAPTER 3: What’re You Trying to Answer?
Understand How Your Question Relates to the Business
Consider How and Where You Plan to Apply Your Learnings
Don’t Ask Leading Questions or Go in to “Prove” Your Hypothesis
Keep It Focused
Keep Your Question Top‐of‐Mind
Ask Questions with the Intention of Sharing with Others
Always Ask Why
When You’ve Formulated a Decent Approach, Reuse It
Notes
CHAPTER 4: You Are Not Your Customer
You Are Not Your Customer
Your Professional and Personal Networks Aren’t Your Customers
The Patrons in Your Local Coffee Shop Aren’t Your Customers
Who Are the Right People for Your User Test?
How to Connect with Your Perfect‐Fit Users
Do It Right—and Then Build and Manage a List
Notes
CHAPTER 5: Capture and Analyze
Bias Is Everywhere
Our Fallible Human Customers
Three Key Human Signals When Sifting Through Your User Tests
What Does It All Mean and Where Do We Go from Here?
Notes
CHAPTER 6: Take Action on Human Insight
The Types of Human Insight You’ll Get from User Testing
Build a Shared Understanding Through User Testing
Tracking Learnings Over Time
PART 3: The Playbook: How Human Insight Fits into Your Business
CHAPTER 7: Product Development
Human Insight for Product Development
Solving the Right Problem
Building the Right Solution
Building the Solution Right
The Path to Launch Should Be Fueled with Human Insight
Notes
CHAPTER 8: Marketing
Recognizing a “Problem” and Having an Interest in “Fixing” It
Researching and Comparing Solutions
Choosing a Company or Solution to Solve the Problem
Human Insight for Building Awareness and Gaining Customers
The Customer Journey Continues …
Notes
CHAPTER 9: Every Team Owns the Experience
The Path to and Point of Conversion
The Initial Experience
Ongoing Use and Adoption
Customer Support Interaction
Human Insight for the Holistic Customer Journey
PART 4: The Culture Shift: Applying Human Insight at Scale
CHAPTER 10: Bottom Up
If You’re Working in an Engineering‐Centric Culture …
If There’s a Team That’s Protective of User Testing …
If Your C‐Suite Is Reluctant …
Notes
CHAPTER 11: Top Down
Tip 1: Build the Customer into Your Lexicon
Tip 2: Maintain a Constant Campaign for Customer‐Centricity
Tip 3: Create Ways for People at All Levels to Connect Directly with Customers
Tip 4: Link Customer‐Focused Actions to Performance Standards
Tip 5: Enable Teams with the Right Solutions
Tip 6: Ask About Customer Input and Feedback Constantly
Tip 7: Put Yourself in the Customer’s Shoes for Real

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