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Design for How People Think: Using Brain Science to Build Better Products Paperback – Illustrated, 23 April 2019
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- Language : English
- Paperback : 240 pages
- ISBN-10 : 1491985453
- ISBN-13 : 978-1491985458
- Best Sellers Rank: 43,323 in Books (See Top 100 in Books)
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About the Author
From the Preface
Who This Book Is For
I wrote this book to help product owners, product managers, designers, user experience professionals, and developers to: (a) identify the cognitive processes that together form a brilliant experience, (b) learn how to extract information about these through contextual interviews with your customers, and (c) apply that knowledge in your product and service design processes. This is meant to be a practical and hands-on book, not an academic one.
Why Product Managers, Designers, and Strategists Need This Information
No product, service, or experience will ever be a runaway success if it does not end up meeting the needs of the target audience. You want someone exposed to your product or service for the first time to say something like a Londoner might: “Right, that’s brilliant!”
But how, as a corporate leader, marketer, product owner, or designer, can you be sure that your products or services will create an exceptional experience?
You can ask customers what they want, but many don’t know what they need or can’t clearly articulate their needs. You might work from the vantage point of what you would want, but do you really know how a 13-year-old girl wants to work with her “Insta” and “Finsta” (Instagram)?
How a high-net-worth investor wants to “seek alpha”? Or how a 75-year-old attorney wants to search for tax law regarding reverse triangular mergers? So how should you proceed?
This book is designed to equip you with the tools you need to deeply understand your customers’ needs and perspective. As a cognitive scientist, I feel like “usability testing” and “market surveys” and “empathy research” are at times both too simplistic and too complicated. I think they sometimes miss the mark in helping you—the product team—to understand what you need to build.
I believe there is a better way: by understanding the elements of an experience (in this book I will describe six as a start), you can better identify audience needs at different levels of explanation. Throughout this book, I’ll help you better understand what the audience needs at those different levels and make sure you hit the mark with each one.
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Most helpful customer reviews on Amazon.com
It's like John is sitting at your elbow and talking you through this useful approach to crafting deep-diving contextual interviews, categorizing your (many, many, many) observations, and then developing insights and recommendations based solidly on cognitive science and research. John also relates the "Six Minds" approach to other trends and techniques in the user experience world such as design thinking, prototyping, and even artificial intelligence/machine learning. In short, understanding "how people think" -- and how it leads to what comes next -- is a terrific tool in the kit for both designers and researchers.