User experience research: discover what customers really want

Table of content:
Introduction

The Design Thinking Process 10

The Six Key Principles for 12

Successful User Research 14

How to Use This Book

Making Experiences Actionable 1

A User-Driven Perspective on Design Thinking 18

Defining Value: What People Really Want 20

Ideal Experience Research 22

Choosing a Research Approach 2

Define Your Research Objectives 40

Select a Research Approach 44

Consider the End Deliverable 52

Finding Your Target User 3

Identify Participation Criteria 62

Create a Screener 64

Find Your Participants 68

Having Effective Conversations Conducting Research 4

Formulate Your Questions 76

Create a Discussion Guide 80

Conduct Interviews 84

Capturing Clear Data 5

Structure Your Data 98

Use a Spreadsheet Tool 104

Take Good Notes 106

Describing Experiences With Stimuli 6

Understand the Applications of Collaging 114

Prepare Collage Exercises 118

Conduct Collage Exercises 142



Understanding the Situations of Use 7

Approaches to Contextual Inquiry 160

Know Your Documentation Options 164

Conduct an Efficient & Effective Inquiry 170

Conducting Research 8

Prepare for the Study 182

Finalize Your Setup 184

Solidify the Approach 188

Finding the Big Ideas 9

Code the Data 196

Identify Themes 206

Synthesize Themes 216

Telling the Story of the Future 10

Model Experiences 228

Design Sourcebooks 236

Create Storyboards 244

Appendix 252

Index 260
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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.
(https://www.wiley.com/en-in/User+Experience+Research%3A+Discover+What+Customers+Really+Want-p-9781119884231)