{"product_id":"user-tested-isbn-9781119844631","title":"User Tested","description":"\u003cp\u003e\u003cb\u003eAn insightful discussion and practical guide on how to put customers back into the center of your business model\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWith 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eUser Tested\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eIn this book, you’ll:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eLearn how businesses became obsessed with data—but disconnected from their customers—and why that’s not sustainable\u003c\/li\u003e \u003cli\u003eGet 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\u003c\/li\u003e \u003cli\u003eDive 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\u003c\/li\u003e \u003cli\u003eLearn 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\u003c\/li\u003e \u003cli\u003eFind 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\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePerfect for any industry, \u003ci\u003eUser Tested: How the World's Top Companies Use Human Insight to Create Great Experiences\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eList of Figures xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 The Challenge: Understanding Customers as Humans, Not Data Points 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Competing in the Experience Economy: Many Companies Succeed Despite Sub-Par Customer Understanding 3\u003c\/p\u003e \u003cp\u003e2 The Missing Dimension: Why and How Human Insight Powers Great Experiences 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 The Solution: Human Insight Powers Customer-Centric Actions 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3 What’re You Trying to Answer? Mapping a User Test Approach to Your Desired Learnings 43\u003c\/p\u003e \u003cp\u003e4 You Are Not Your Customer: How to Get Access to the Perspectives That Matter 63\u003c\/p\u003e \u003cp\u003e5 Capture and Analyze: Sifting Through the Noise to Find the Signal 75\u003c\/p\u003e \u003cp\u003e6 Take Action on Human Insight: Decide Where and How to Apply Your Learnings 89\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 The Playbook: How Human Insight Fits into Your Business 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e7 Product Development: Creating Products People Love 99\u003c\/p\u003e \u003cp\u003e8 Marketing: Getting Inside the Heads of Your Buyers 121\u003c\/p\u003e \u003cp\u003e9 Every Team Owns the Experience: Optimizing the Holistic Customer Journey 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4 The Culture Shift: Applying Human Insight at Scale 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e10 Bottom Up: The Grassroots Movement 175\u003c\/p\u003e \u003cp\u003e11 Top Down: How Executives Can Support and Model Change 191\u003c\/p\u003e \u003cp\u003eOne Final Note 205\u003c\/p\u003e \u003cp\u003eIndex 207\u003c\/p\u003e \u003cp\u003e\u003cb\u003eJANELLE ESTES,\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eANDY MACMILLAN\u003c\/b\u003e 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.  \u003c\/p\u003e\u003cp\u003eData is an essential part of any successful business, but it can't replace a profound, empathetic connection with the real people that form your customer base. Similarly, dashboards, reports, and metrics can provide powerful insights into trends and patterns, but they can't tell you what it's like to actually be your customer.\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eUser Tested\u003c\/i\u003e, you'll find an insightful and eye-opening discussion of how to put your very human customers back at the center of your business model. You'll learn that to compete in the Experience Economy, real, three-dimensional customers can't be reduced to points on a graph. \u003c\/p\u003e\u003cp\u003eThe authors describe an approach that harnesses the power of data without allowing it to replace the human connections on which your business is built. It emphasizes the power of the customer's perspective applied at scale throughout your company, driven by your board and executives, and filtered up through the grassroots. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eUser Tested\u003c\/i\u003e walks you through the deployment of human insight in each department of your company, from sales and marketing to product development and customer support. These deployment playbooks enable anyone to connect with customers, gain meaningful feedback, and act on compelling human insight. \u003c\/p\u003e\u003cp\u003eFrom designing an effective feedback loop to distinguishing between signal and noise, applying insight to your operations, and driving immediate change, this book is an essential resource for founders, managers, executives, and truly anyone in any industry seeking the lasting competitive advantage brought about by a genuine focus on your customers as human beings—not data points  \u003c\/p\u003e\u003cp\u003ePraise for \u003cb\u003e\u003ci\u003eUser Tested\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"It's easy for companies to get distracted or overcomplicate having a real, empathetic understanding of customers. \u003ci\u003eUser Tested\u003c\/i\u003e helps put it back into focus.\"\u003cbr\u003e\u003cb\u003e—Mikkel Svane,\u003c\/b\u003e CEO and Founder, Zendesk \u003c\/p\u003e\u003cp\u003e\"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.\"\u003cbr\u003e\u003cb\u003e—Jennifer Tejada,\u003c\/b\u003e CEO and Chairperson, PagerDuty \u003c\/p\u003e\u003cp\u003e\"Focuses attention back where it should be – truly understanding how customers experience your product or service.\"\u003cbr\u003e\u003cb\u003e—Lynn Vojvodich Radakovich,\u003c\/b\u003e Member of the Board for Ford, Dell, Booking Holdings and Figma \u003c\/p\u003e\u003cp\u003e\"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.\"\u003cbr\u003e\u003cb\u003e—Linda Itskovitz,\u003c\/b\u003e Chief Marketing Officer, Quicken  \u003c\/p\u003e\u003cp\u003e“This book highlights that we’re all living in the Age of the Customer—and that crafting exceptional customer experiences starts with listening to your most important stakeholders and turning feedback into true human insight.”\u003cbr\u003e—Zander Lurie, CEO of Momentive.ai\u003cbr\u003e\u003cbr\u003e“The real magic to designing truly customer-centered products is less about understanding what people do, and much more about why they do it. In this book Janelle and Andy provide tools, methodologies and most importantly, a mindset that will help you uncover the why behind the what.”\u003cbr\u003e—David Schonthal, Professor of Innovation \u0026amp; Entrepreneurship at the Kellogg School of Management \u0026amp; Author of The Human Element\u003cbr\u003e\u003cbr\u003e“As a product leader that prides myself on being strong analytically, there is no stronger lesson I’ve learned than you can’t spend enough time listening to your users. \u003ci\u003eUser Tested\u003c\/i\u003e not only explains why but gives you the tips and tools to do it effectively.”\u003cbr\u003e—Ashish Desai, VP of Consumer Product, Handshake\u003cbr\u003e\u003cbr\u003e“Explodes the myth that you need more statistics to become smarter—especially in a world where customers are changing the rules.”\u003cbr\u003e—David Howland, Chief Marketing Officer, Earnix\u003cbr\u003e\u003cbr\u003e“This is not another book about business. It's about humans and how you can reimagine your business with them at the center.”\u003cbr\u003e—Katrina Alcorn, leading design executive\u003cbr\u003e\u003cbr\u003e“The ‘experience economy’ is about a new era of buyer behavior. Much like the industrial revolution transformed the economy of the 1900s, we’re entering a customer-driven revolution that’s changing the way companies interact with consumers.”\u003cbr\u003e—Jonathan Perera, Chief Marketing Officer, Highspot\u003cbr\u003e\u003cbr\u003e“\u003ci\u003eUser Tested\u003c\/i\u003e is a great reminder that while no business leader in their right mind would say that their company doesn’t prioritize their customers, many consumers feel misunderstood and unvalued. Janelle Estes and Andy MacMillan break down the underlying disconnect between businesses and what their customers actually experience, and then explain what to do about it.”\u003cbr\u003e—Tom Krackeler, Chief Customer Officer, Zuora\u003cbr\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990442033381,"sku":"NP9781119844631","price":29.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119844631.jpg?v=1761787845","url":"https:\/\/k12savings.com\/products\/user-tested-isbn-9781119844631","provider":"K12savings","version":"1.0","type":"link"}