by Janelle Estes (Author), Andy MacMillan (Author)
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.
Front Jacket
Data is an essential part of any successful business, but it can't replace a profound, empathetic connection with the real people that form your customer base. Similarly, dashboards, reports, and metrics can provide powerful insights into trends and patterns, but they can't tell you what it's like to actually be your customer.
In User Tested, you'll find an insightful and eye-opening discussion of how to put your very human customers back at the center of your business model. You'll learn that to compete in the Experience Economy, real, three-dimensional customers can't be reduced to points on a graph.
The authors describe an approach that harnesses the power of data without allowing it to replace the human connections on which your business is built. It emphasizes the power of the customer's perspective applied at scale throughout your company, driven by your board and executives, and filtered up through the grassroots.
User Tested walks you through the deployment of human insight in each department of your company, from sales and marketing to product development and customer support. These deployment playbooks enable anyone to connect with customers, gain meaningful feedback, and act on compelling human insight.
From designing an effective feedback loop to distinguishing between signal and noise, applying insight to your operations, and driving immediate change, this book is an essential resource for founders, managers, executives, and truly anyone in any industry seeking the lasting competitive advantage brought about by a genuine focus on your customers as human beings--not data points
Back Jacket
Praise for User Tested
"It's easy for companies to get distracted or overcomplicate having a real, empathetic understanding of customers. User Tested helps put it back into focus."
--Mikkel Svane, CEO and Founder, Zendesk
"A deep understanding of your customers is the cornerstone to any exceptional product or service. It's what sets leading companies apart from their competitors. Andy MacMillan and Janelle Estes are masterful in their ability to transform data into human insight and customer knowledge."
--Jennifer Tejada, CEO and Chairperson, PagerDuty
"Focuses attention back where it should be - truly understanding how customers experience your product or service."
--Lynn Vojvodich Radakovich, Member of the Board for Ford, Dell, Booking Holdings and Figma
"If you're obsessed with data, this book is for you. If you're obsessed with building an awesome customer experience, this book is for you. And if you care about results, this book is definitely for you."
--Linda Itskovitz, Chief Marketing Officer, Quicken
Author Biography
JANELLE ESTES, Chief Insights Officer at UserTesting, helps leading organizations build human insight into culture and process. As a speaker and thought leader on customer experience, Janelle has guest lectured at Harvard Business School, Harvard Kennedy School, and Northeastern University.
ANDY MACMILLAN is CEO of UserTesting, the world's leading user testing and human insight platform. He is a former product executive at Oracle and Salesforce. He understands the critical role human insight plays in building world class products and solutions on a global scale.