User experience design (Design for How People Think: Using Brain Science to Build Better Products) (Category Design)
This book by John Whalen is about creating UX product design using knowledge of human psychology. The author tries to break down the customer experience into six components, and then use them to create the perfect product. English version published in 2019 This year, and it's not bad this year. translator MYTH. The author is well versed in cognitive psychology and uses it to be a better product designer.
Speaking of 6 The main components of the author’s approach are 1) Visual perception, attention and automation - What attracts consumers? What words, images and objects do they seek to find? 2) Navigation How consumers understand the space they are in (in the physical world and in the virtual world)? How do they navigate this space, how do they imagine interacting with it, as well as with other participants? 3) Language What words do consumers use? What is the meaning of these words? How can you tell their level of training from what words they use? 4) Memory What past experiences do consumers use when interacting with your product? What mental models and stereotypes are involved, what are their expectations of how things will work in this world, and what will happen next? 5) Adoption of decisions What problem do consumers solve from their point of view? Do they agree with the real problem? What intermediate problems should be solved on the way to the main goal? 6) Emotions. What are the deepest goals, desires and fears of consumers? Which of these emotions influence decision-making? What are they trying to achieve?
The author pays attention to these points when conducting contextual interviews, which the author values above focus groups, surveys and in-depth interviews. If you put it on your fingers, this is the type of interview that Conducted in the usual working/home environment of the consumer Research monitors the performance of work by the consumer And ask clarifying questions in order to understand why the consumer does this or that action. The author proposes to conduct dozens of such interviews in search of insights and further classify them in terms of information. 6 the above categories. After this analysis, you can segment consumers and formulate hypotheses about how to improve the product. For example, the author tells about the creation of a landing page for small and medium-sized businesses that want to connect to Paypal. He explains how the study was conducted, what hypotheses were created, and then the landing turned out. I think he's skipping the part with a lot of a/b tests, but that's forgivable, because he's more of a quality researcher.
Towards the end of the book, the author talks about design thinking. (design thinking) design double dimond. In general, this is a very simple but useful book for product creators:)
P.S. I’m actually more interested in quantitative research, so I recommend looking at books on a/b experiments I’ve talked about before.
- How to Lie with Statistics (How to Lie with Statistics) - on the fingers explains how to lie with the help of statistics, and from here it becomes clear the motivation for creating a system of summing up the results of experiments
- Understanding Statistics and Experimental Design. How to Not Lie With Statistics (Statistics and Experiment Planning for the Uninitiated) This book talks about the design of experiments and the mathematics behind them.
- Confidential a/b testing (Trustworthy Online Controlled Experiments) This book also provides insights into how to build a platform for company-wide experimentation.
- Dark data (Dark Data. Why What We Don’t Know Is Even More Important Than What We Do) A book about how data can be screwed up and what can be done about it
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