User Tested: How the World's Top Companies Use Human Insight to Create Great Experiences

Estes, Janelle, MacMillan, Andy

商品描述

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.

商品描述(中文翻譯)

一本深入探討並提供實用指南,教你如何將顧客重新置於業務模式的核心位置。

在數位體驗無處不在的時代,我們很容易感到被數據淹沒。儀表板和圖表無所不在,但單靠數據無法幫助你理解和同理你的顧客。再多的數據也無法讓你深入他們的內心,讓你透過他們的眼睛看世界,或讓你真正體驗成為顧客的感受。只有真實人類的洞察力才能做到這一點。

《User Tested》為個人貢獻者和高管提供了一本易於理解、實用的指南,教你如何超越標準的業務指標,將真實的人類洞察力融入每一個業務決策、設計和體驗中。

在這本書中,你將會:

- 了解企業如何變得迷戀數據,但與顧客脫節,以及為什麼這種情況是不可持續的。
- 瞭解如何通過用戶測試來捕捉人類洞察力的基本知識,包括如何找到合適的人、提出合適的問題,以及如何理解和採取你所發現的所有洞察力。
- 深入研究一本詳細的指南,分享了如何在組織的各個團隊中收集和擴展人類洞察力的真實案例,從市場營銷到產品等等。
- 學習如何在整個組織中宣揚人類洞察力的力量,使每個部門都能創造出顧客共鳴的文化,並對顧客需求有第一手的了解。
- 了解像微軟、AAA Club Alliance、HelloFresh和Notre Dame的IDEA Center等公司如何以更友好、更快速、更直接的方式與顧客建立牢固的聯繫並獲得有意義的反饋。

《User Tested: How the World's Top Companies Use Human Insight to Create Great Experiences》適用於任何行業,由UserTesting的首席洞察官和首席執行官共同撰寫。UserTesting是一家根本改變B2B和消費品牌了解真實人們想法和感受方式的SaaS公司。這本書反映了作者們致力於幫助你將顧客置於業務模式核心的承諾,通過在公司的決策中融入他們真實的聲音。

作者簡介

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.

作者簡介(中文翻譯)

JANELLE ESTES,UserTesting的首席洞察官,協助領先的組織將人性洞察融入文化和流程中。作為客戶體驗的演講者和思想領袖,Janelle曾在哈佛商學院、哈佛肯尼迪學院和東北大學擔任客座講師。

ANDY MACMILLAN是UserTesting的首席執行官,該公司是全球領先的用戶測試和人性洞察平台。他曾在Oracle和Salesforce擔任產品執行官。他深知人性洞察在全球範圍內建立世界級產品和解決方案中的關鍵作用。