- Paperback: 240 pages
- Publisher: O′Reilly; 1 edition (23 April 2019)
- Language: English
- ISBN-10: 1491985453
- ISBN-13: 978-1491985458
- Product Dimensions: 15.2 x 1.3 x 22.9 cm
- Boxed-product Weight: 322 g
- Average Customer Review: Be the first to review this item
- Amazon Bestsellers Rank: 75,855 in Books (See Top 100 in Books)
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Design for How People Think Paperback – 30 Sep 2018
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About the Author
John Whalen has a PhD in cognitive science and over 15 years of human-centered design experience. Using his unique blend of psychology, design thinking, and Lean Startup techniques, he uncovers business opportunities and UX solutions for Fortune 100, nonprofit, and startup clients. John is CXO of 10Pearls, where he leads their Innovation, Strategy, and Design team. Prior to joining 10Pearls, he founded the research firm Brilliant Experience and was a psychology professor. John is a frequent presenter at conferences and a past president of the User Experience Professionals Association in Washington, DC His current practice focus is cognitive design—the art and science of harnessing cognitive psychology to understand users, inform design, and create compelling products and services.
From the Publisher
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.
Although we are far into these projects, the book helps fill in some of the gaps about the process. We definitely could have used this book before the projects started to ensure everyone had a basic knowledge of the process, fostered a more open-minded approach to change and pulled everyone up from the tactical daily job to think about the user experience from different perspectives, cultures, levels of expertise.
The book is a quick read, a few hours. It does not go into a significant amount of depth and barely scratches the surface. It’s less than 200 pages with 19 mini-chapters and the book has larger font and illustrations. However, it does cover the basics enough for a project team that is working with experts in the field.