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How to Use This Book

Foreword

Introduction

PART I: GOAL

CHAPTER 1 Defining a Better Business Need

Exercise: Creating a Measurable and Achievable Goal

Quantifying the Business Need

Exercise: Defining Your User Lifecycle Funnel

The User Lifecycle Math

The Dangers of Starting from the Business Need

Expert Advice from Christina Wodtke

PART II: EMPATHY

CHAPTER 2 Understand Your User Better

Who Is Your User?

Exercise: Provisional Personas

Exercise: Identifying Problem Patterns

Exercise: The User Map

The Dangers of Defining Your User

Expert Advice from Cindy Alvarez

CHAPTER 3 Do Better Research

Exercise: Picking a Research Topic

Exercise: Picking a Research Methodology

The Most Important Methodologies

The Dangers of Picking Research Methodologies

Expert Advice from Steve Krug

CHAPTER 4 Listen Better

Building Empathy

Listening with a Goal

Never Ask These Questions

Asking the Right Questions When Interviewing

Exercise: Interviewing Better

The Dangers of Listening

Expert Advice from Steve Portigal

PART III: CREATION

CHAPTER 5 Have Better Ideas

Where Ideas Should Come From

Where Ideas (Unfortunately) Come From

A Better Way to Generate Ideas

User-Defined Tasks

Exercise: Mapping the Customer Journey

The Dangers of Idea Generation

Expert Advice from Chris Risdon

CHAPTER 6 Prioritize Better

What People Do

What Should You Do Instead?

What Normally Gets Prioritized?

What Is Necessary?

Exercise: The Quick Estimate

Exercise: Finding the Core

The Dangers of Prioritization

Expert Advice from Teresa Torres

CHAPTER 7 Design Better

Starting from Context and Flow

Exercise: What Happens Next?

Exercise: Matching Inputs and Outputs

You Should Have a Style Guide

Exercise: Make a Style Guide

The Pros and Cons of Design Patterns

Expert Advice from Kate Rutter

CHAPTER 8 Create Better User Behavior

Encouraging Behavior Change

Don’t Make Your Users Explore

Making Visitors into Users

Exercise: Designing Backward

Exercise: Identifying User Intent

The Dangers of Changing User Behavior

Expert Advice from Amy Jo Kim

PART IV: VALIDATION

CHAPTER 9 Identify Assumptions Better

Unexamined Assumptions

Types of Assumptions

Exercise: Finding Assumptions

The Riskiest Assumption

Exercise: Creating a Falsifiable Statement

The Dangers of Identifying Assumptions

Expert Advice from Learie Hercules

CHAPTER 10 Validate Assumptions Better

Some Useful Validation Testing Methods

Exercise: Pick a Validation Method

Exercise: The Hypothesis Tracker

The Dangers of Validating Assumptions

Expert Advice from Janice Fraser

PART V: MEASUREMENT

CHAPTER 11 Measure Better

Build Metrics in Early

Types of Metrics

Exercise: Pick a Metric

Measurement Methodologies

The Dangers of Metrics

Expert Advice from Avinash Kaushik

CHAPTER 12 Build a Better Team

Types of Teams

The Problem with Silos

The Problem with Communes

The Problem with Dictators

The Problem with Anarchies

The Solution: A Heist Team

Expert Advice from Irene Au

Expert Advice from Dan Olsen

PART VI: ITERATION

Index

Acknowledgments

About the Author