User Experience Research: Discover What Customers Really Want

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.