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.
