Description
Many businesses are based on creating desirable experiences, products and services for users. However, companies often fail to consider the end user - the consumer - in their planning and development processes. How can marketing practitioners effectively understand their customers and create products and services that work for them? This book has the answers.
User experience research, also known as UX research, focuses on understanding user behaviours, needs and motivations through a range of observational techniques, task analysis and other methodologies. User Research is a practical guide that shows readers how to use the vast array of user research methods available. Written by one of the UK's leading UX research professionals, readers can benefit from in-depth knowledge that explores the fundamentals of user research. Covering all the key research methods including face-to-face user testing, card sorting, surveys, A/B testing and many more, the book gives expert insight into the nuances, advantages and disadvantages of each, while also providing guidance on how to interpret, analyze and share the data once it has been obtained. Now in its second edition, User Research provides a new chapter on research operations and infrastructure as well as new material on combining user research methodologies.Author: Stephanie Marsh
Publisher: Kogan Page
Published: 02/22/2022
Pages: 344
Binding Type: Paperback
Weight: 1.06lbs
Size: 9.21h x 6.14w x 0.93d
ISBN13: 9781398603578
ISBN10: 1398603570
BISAC Categories:
- Business & Economics | Marketing | General
- Business & Economics | Operations Research
- Computers | User Interfaces
About the Author
Dr Stephanie Marsh, based in London, UK, is one of the UK's leading UX research professionals and is currently UX Research Operations Manager at Springer Nature. She is the former Head of User Research and Analysis at UK Government Digital Service and former Head of Digital Strategy for the UK Ministry of Defence. She was also previously a senior consultant for Bunnyfoot, the UK's foremost UX consultancy provider. Marsh has contributed chapters to a range of peer reviewed texts in related fields and has delivered prototype UX strategies at a range of conferences and industry events.