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List of Figures
by Janelle Estes, Andy MacMillan
User Tested
Cover
Title Page
Copyright
Dedication
List of Figures
Acknowledgments
Preface
PART 1: The Challenge: Understanding Customers as Humans, Not Data Points
PART 2: The Solution: Human Insight Powers Customer‐Centric Actions
PART 3: The Playbook: How Human Insight Fits into Your Business
PART 4: The Culture Shift: Applying Human Insight at Scale
One Final Note
Index
End User License Agreement
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Dedication
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Acknowledgments
List of Figures
Figure 1.1
Customer Understanding Trends Over Time
Figure 2.1
Effectiveness Shown with Big Data and Human Insight
Figure 2.2
Ease Shown with Big Data and Human Insight
Figure 2.3
Emotion Shown with Big Data and Human Insight
Figure 2.4
Human Insight Provides Multiple Human Signals
Figure 3.1
Mapping Your Question to a Topline Business Driver
Figure 3.2
The Design Thinking Framework
Figure 3.3
Too Many Broad Questions in a User Test Can Overwhelm
Figure 5.1
2×2 Matrix to Prioritize Issues Uncovered in User Tests
Figure 7.1
Jen Cardello's Product Development Framework
Figure 8.1
Using Human Insight to Inform Your Marketing Efforts
Figure 8.2
Empathy Map
Figure 9.1
Using Human Insight Across the Holistic Customer Journey
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