The Fuzzy Front End Gets Demystified in This Next-Generation User Research Guide

The first phase of the design thinkingprocessis arguably the most crucial, as this is when human insights areleveraged to define value for customers. Yet this so-called "empathize" phase is often deemed optional or isexecuted poorly. This degrades the entire innovation process that follows by permitting preexisting biases andguesswork that make value creation a precarious bet.

InUser Experience Research: Discover What Customers Really Want,a human factors psychologist and an industrialdesigner have devised a foolproof first phase that addresses the shortcomings of the design thinking process. Basedon their forty years ofgenerative research experience in multiple industries, this is the definitive guide to userexperience research. This repeatable approach is grounded in six key principles that connects users desiredemotional states to an actionable articulation of an experience. It also provides guidance on creating idealexperienceframeworks 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-stepmanual for anyone seeking a more predictable pathway to the design of new or improved experiences that userstruly desire and would find valuable.