User Tested

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:

• Learn how businesses became obsessed with data--but disconnected from their customers--and why that's not sustainable

• 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

• 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

• 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

• 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

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.

Auteur

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.

Texte du rabat

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

Contenu
List of Figures

Preface

Part 1: The Challenge: Understanding Customers as Human, Not Data Points

Chapter 1: Competing in the Experience Economy: Many Companies Succeed Despite Sub-Par Customer Understanding

Chapter 2: The Missing Dimension: Why & How Human Insight Powers Great Experiences

Part 2: The Solution: Human Insight Powers Customer-Centric Actions

Chapter 3: What're You Trying to Answer? Matching A User Test Approach to Your Desired Learnings

Chapter 4: You Are Not Your Customer: How to Get Access to the Perspectives That Matter

Chapter 5: Capture & Analyze: Sifting Through the Noise to Find the Signal

Chapter 6: Take Action on Human Insight: Decide Where and How to Apply Your Learnings

Part 3: The Playbook: How Human Insight Fits Into Your Business

Chapter 7: Product Development: Creating Products People Love

Chapter 8: Marketing: Getting Inside the Heads of Your Buyers

Chapter 9: Every Team Owns The Experience: Optimizing the Holistic Customer Journey

Part 4: The Culture Shift: Applying Human Insight at Scale

Chapter 10: Bottom Up: The Grassroots Movement

Chapter 11: Top Down: How Executives Can Support and Model Change

One Final Note

Index