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.

List of contents

Introduction
 
The Design Thinking Process 10
 
The Six Key Principles for 12
 
Successful User Research 14
 
How to Use This Book
 
Making Experiences Actionable 1
 
A User-Driven Perspective on Design Thinking 18
 
Defining Value: What People Really Want 20
 
Ideal Experience Research 22
 
Choosing a Research Approach 2
 
Define Your Research Objectives 40
 
Select a Research Approach 44
 
Consider the End Deliverable 52
 
Finding Your Target User 3
 
Identify Participation Criteria 62
 
Create a Screener 64
 
Find Your Participants 68
 
Having Effective Conversations Conducting Research 4
 
Formulate Your Questions 76
 
Create a Discussion Guide 80
 
Conduct Interviews 84
 
Capturing Clear Data 5
 
Structure Your Data 98
 
Use a Spreadsheet Tool 104
 
Take Good Notes 106
 
Describing Experiences With Stimuli 6
 
Understand the Applications of Collaging 114
 
Prepare Collage Exercises 118
 
Conduct Collage Exercises 142
 

Understanding the Situations of Use 7
 
Approaches to Contextual Inquiry 160
 
Know Your Documentation Options 164
 
Conduct an Efficient & Effective Inquiry 170
 
Conducting Research 8
 
Prepare for the Study 182
 
Finalize Your Setup 184
 
Solidify the Approach 188
 
Finding the Big Ideas 9
 
Code the Data 196
 
Identify Themes 206
 
Synthesize Themes 216
 
Telling the Story of the Future 10
 
Model Experiences 228
 
Design Sourcebooks 236
 
Create Storyboards 244
 
Appendix 252
 
Index 260

About the author

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.

Summary

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.

Product details

• Authors: Gage, M Gage, Marty Gage, Marty Murrell Gage, Spencer Murrell
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 30.06.2022
• EAN: 9781119884217
• ISBN: 978-1-119-88421-7
• No. of pages: 272
• Subjects: Humanities, art, music > Art > Interior design, design; Social sciences, law, business > Business > Management; Marktforschung, Market research, User Experience, Business & management, Nutzerforschung, Wirtschaft u. Management