User Experience Research av Marty Gage, Spencer Murrell

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<p><b>The Fuzzy Front End Gets Demystified in This Next-Generation User Research Guide</b></p><p>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.</p><p>In?<i>User Experience Research: Discover What Customers Really Want</i>,?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