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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