User Tested

PART 2The Solution: Human Insight Powers Customer‐Centric Actions

We believe that gathering human insight should be simple, but it should also be done thoughtfully, responsibly, and with the right intention. Given a few guidelines and parameters, anyone within your company should be able to set up a user test, observe and talk with customers, and draw savvy conclusions. With that in mind, we've packed this section of the book with advice, principles, and ground rules that everyone from seasoned execs to new hires can review and apply.

We start by helping you define and formulate the questions you need answered and urging you to give serious thought to which people should be consulted. (As we'll say many times, you are not your customer!) We explore the dangers of human bias and offer tips for circumventing it, and then dive into the many ways you can leverage your learnings to impact the customer experience and the business as a whole.