The Customer-Driven Playbook: Converting Customer Feedback into Successful Products 1st Edition

The book is mind-blowing simple and valuable! Authors share a method of complete successful process when dealing with product and user experience. You will find no theory, but a How-to formulas, a skill that transform your entire career!Moreover, authors share a ready-to-go steps and complete interview questions you should ask when trying to know your customer, truly understand their problems they want to solve, for what solution they could pay you the money. Also, you will know how to validate any customer, problem, idea, concept or feature assumptions on a feasible way!Highly recommend!

Having been thru so many product design frameworks in my career (IDEO, Palm, Nokia, MSFT), I can confidently say the value, inspiration and utility of this book and process is best in class. Jessica and Travis take a no nonsense approach to complex user and organizational cultural problems and unpack this in such a simple and delightful way. Awesome!Peter SkillmanDirector of Design for Outlook at Microsoft

Pragmatic and easy to follow process to define critical customers centric hypothesis under their framework provided. Great toolkit, highly recommended book

My company relentlessly harvests data from internal and external customers. The weakness seems to be in the area of follow through and interpretation. This book is a useful guide for those who are either failing to get feedback or are falling down in using the data for corporate improvement.For me this book had a few too many " look at this success story!" models and not quite enough guidance for results. I did roundtable this book with my team at work and we found several new approaches to using our incoming customer surveys. I think this would be a useful tool for utilizing customer responses.

The book has some parts that are really good but also has some that are really bad articulated. When I bought this book, I had great expectations. When I start to read, the first chapters really please me, they are very good. As I continue, I realize that the book is actually an application of the Kano’s model (Noriaki Kano, 1985) combined with qualitative research techniques, so it doesn’t present something truly new, what you will find is an application of these tools and the mentioned model, and they do it very well, the tips, experiences, and knowledge shared is indeed very useful. But later, after you reach the first half of the book, the reading starts to dry, becomes repetitive and the last 3 chapters are truly boring, I think they should be rewritten.The book is not bad and I found useful and applicable the tips shared, however, lacks of originality and needs edition work, so for the content and value that delivers is definitively over priced. I have based my comments in more than 20 years experience in the private industry developing products and services and a PhD.

As a new researcher in the field, I am fairly intimidated by the expansive user experience field of constantly evolving methodologies, when to use them, and how to conduct them effectively. This book gives clear, understandable instructions that make jumping into research projects much less intimidating. The authors provide thoughtful insight and theory behind the Hypothesis Progression Framework and step by step instructions depending on the stage of your process in the form of a 'Playbook'. I love the idea of testing assumptions using hypotheses from start to finish and uncovering customer behaviors and needs that I never would have thought of. I think everyone can relate to and rally around systematically creating and testing hypotheses, especially to scope and get everyone on the same page.This book also shows what an end to end design process looks like when incorporating customer driven research activities to inspire concepts and develop a product that not only aligns with the business, but also the needs of the customers. In my job as a new researcher, I don't have as many opportunities to participate in customer development research, but mainly product development research. This book allowed me to see how customer development works inside the Hypothesis Progression Framework and flows into the product development stages. The case studies and author's example particularly helped demonstrate how to successfully implement the framework from beginning to end.I highly recommend this book for anyone starting out in the user research or UX field to understand what it takes to create amazing experiences for customers that meet their needs and not what we assume they are.

This book's core value lies in the engaging and approachable structure it offers an interdisciplinary team seeking to leverage a lean UX research approach. I've watched this book have profound impact on a broad range of individuals: from a new researcher looking for practical guidance and a structured approach, to domain experts (e.g. a project manager, designer, developer, etc) who want to learn research process and fundamentals, to a seasoned professional looking to bring their product team's experts into a lean research approach.In my case, we've been driving our company culture from a "knowing" to a "learning" mindset. We've focused on a more integrated research approach, where we learn and move quickly by including all disciplines in the process. Before, we were moving slowly and operated as an isolated research team, working independently on research projects and reports that often had little impact because they either came too late or were too far removed to actually engage the teams they were intended for. This book has been instrumental in making this culture shift a reality.

As a PM I can say this book really helped me understand the concepts better. It is written by UX folks from Microsoft and they have articulated the process of product design, user feedback etc very well

Excelente libro lo recomiendo ampliamente! Te lleva muy de la mano y con casos muy prácticos e ilustrativos.

Extremely useful and the points in this book gives a new dimension of thinking and understanding.