Details

User Tested

How the World's Top Companies Use Human Insight to Create Great Experiences
1. Aufl.

von: Janelle Estes, Andy MacMillan
18,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	10.02.2022
ISBN/EAN:	9781119844723
Sprache:	englisch
Anzahl Seiten:	240

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Beschreibungen

Titelbeschreibung

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. In this book, you’ll: <ul> <li>Learn how businesses became obsessed with data—but disconnected from their customers—and why that’s not sustainable</li> <li>Get the basics about how to capture human insight through user testing, including how to find the right people, ask the right questions, and make sense of and act on all the insights you uncover</li> <li>Dive into a detailed playbook that shares real-world examples of how you can collect and scale human insight across the teams in your organization—from marketing to product, and beyond</li> <li>Learn how to evangelize the power of human insight throughout your organization, so every department can create a culture of customer empathy and share a firsthand understanding of customer needs</li> <li>Find out how companies like Microsoft, AAA Club Alliance, HelloFresh, and Notre Dame’s IDEA Center solidly connect with and elicit meaningful feedback from customers in friendlier, faster, and more direct ways</li> </ul> Perfect for any industry, User Tested: How the World's Top Companies Use Human Insight to Create Great Experiences was co-authored by the chief insights officer and the CEO of UserTesting—a SaaS company fundamentally changing the way both B2B and consumer brands find out what real people think and feel. The book reflects the authors’ commitment to helping you position the customer squarely in the center of your business model by weaving their true voices throughout your company’s decision making.

Inhaltsverzeichnis

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

Autorenportrait

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.

Back cover copy

Praise for User Tested "It's easy for companies to get distracted or overcomplicate having a real, empathetic understanding of customers. User Tested helps put it back into focus." —Mikkel Svane, CEO and Founder, Zendesk "A deep understanding of your customers is the cornerstone to any exceptional product or service. It's what sets leading companies apart from their competitors. Andy MacMillan and Janelle Estes are masterful in their ability to transform data into human insight and customer knowledge." —Jennifer Tejada, CEO and Chairperson, PagerDuty "Focuses attention back where it should be – truly understanding how customers experience your product or service." —Lynn Vojvodich Radakovich, Member of the Board for Ford, Dell, Booking Holdings and Figma "If you're obsessed with data, this book is for you. If you're obsessed with building an awesome customer experience, this book is for you. And if you care about results, this book is definitely for you." —Linda Itskovitz, Chief Marketing Officer, Quicken

Unpublished endorsement

“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