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Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
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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.
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.
Introduction
The Design Thinking Process 10
The Six Key Principles for Successful User Research 12
How to Use This Book 14
1 Making Experiences Actionable
A User-Driven Perspective on Design Thinking 18
Defining Value: What People Really Want 20
Ideal Experience Research 22
2 Choosing a Research Approach
Define Your Research Objectives 40
Select a Research Approach 44
Consider the End Deliverable 52
3 Finding Your Target User
Identify Participation Criteria 62
Create a Screener 64
Find Your Participants 68
4 Having Effective Conversations
Formulate Your Questions 76
Create a Discussion Guide 80
Conduct Interviews 84
5 Capturing Clear Data
Structure Your Data 98
Use a Spreadsheet Tool 104
Take Good Notes 106
6 Describing Experiences With Stimuli
Understand the Applications of Collaging 114
Prepare Collage Exercises 118
Conduct Collage Exercises 142
7 Understanding the Situations Of Use
Approaches to Contextual Inquiry 160
Know Your Documentation Options 164
Conduct an Efficient & Effective Inquiry 170
8 Conducting Research
Prepare for the Study 182
Finalize Your Setup 184
Solidify the Approach 188
9 Finding the Big Ideas
Code the Data 196
Identify Themes 206
Synthesize Themes 216
10 Telling the Story of the Future
Model Experiences 228
Design Sourcebooks 236
Create Storyboards 244
Appendix 252
Index 260
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.