User Experience Research: Discover What Customers Really Want

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en Limba Engleză Paperback – 30 Jun 2022

The Fuzzy Front End Gets Demystified in This Next-Generation User Research Guide

The first phase of the design thinking process is arguably the most crucial, as this is when human insights are leveraged to define value for customers.  Yet this so-called "empathize" phase is often deemed optional or is executed poorly. This degrades the entire innovation process that follows by permitting preexisting biases and guesswork that make value creation a precarious bet.

In User Experience Research: Discover What Customers Really Want, a human factors psychologist and an industrial designer have devised a foolproof first phase that addresses the shortcomings of the design thinking process. Based on their forty years of generative research experience in multiple industries, this is the definitive guide to user experience research. This repeatable approach is grounded in six key principles that connects users’ desired emotional states to an actionable articulation of an experience. It also provides guidance on creating ideal experience frameworks that communicate clearly with all stakeholders, from business leaders to design practitioners.

User Experience Research: Discover What Customers Really Want  is an indispensable, fully illustrated, step-by-step manual for anyone seeking a more predictable pathway to the design of new or improved experiences that users truly desire and would find valuable.

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ISBN-13: 9781119884217
ISBN-10: 1119884217
Pagini: 272
Dimensiuni: 178 x 251 x 14 mm
Greutate: 0.56 kg
Editura: Wiley
Locul publicării: Hoboken, United States

Notă biografică

MARTY GAGE & SPENCER MURRELL: Marty, a human factors psychologist and Spencer, an industrial designer, have partnered together over the last thirty years to develop a method to understand people's dreams for the future and translate those insights into actionable and inspirational design criteria. The Ideal Experience method has proven success with Fortune 500 clients in medical products, consumer packaged goods, automotive, consumer electronics, retail, financial services, and business products and services. This book is their legacy to the profession.


Introduction The Design Thinking Process 10 The Six Key Principles for Successful User Research 12 How to Use This Book 14 1 Making Experiences Actionable A User-Driven Perspective on Design Thinking 18 Defining Value: What People Really Want 20 Ideal Experience Research 22 2 Choosing a Research Approach Define Your Research Objectives 40 Select a Research Approach 44 Consider the End Deliverable 52 3 Finding Your Target User Identify Participation Criteria 62 Create a Screener 64 Find Your Participants 68 4 Having Effective Conversations Formulate Your Questions 76 Create a Discussion Guide 80 Conduct Interviews 84 5 Capturing Clear Data Structure Your Data 98 Use a Spreadsheet Tool 104 Take Good Notes 106 6 Describing Experiences With Stimuli Understand the Applications of Collaging 114 Prepare Collage Exercises 118 Conduct Collage Exercises 142 7 Understanding the Situations Of Use Approaches to Contextual Inquiry 160 Know Your Documentation Options 164 Conduct an Efficient & Effective Inquiry 170 8 Conducting Research Prepare for the Study 182 Finalize Your Setup 184 Solidify the Approach 188 9 Finding the Big Ideas Code the Data 196 Identify Themes 206 Synthesize Themes 216 10 Telling the Story of the Future Model Experiences 228 Design Sourcebooks 236 Create Storyboards 244 Appendix 252 Index 260