User experience doesn't happen on a screen; it happens in the mind, and the experience is multidimensional and multisensory. This practical book will help you uncover critical insights about how your customers think so you can create products or services with an exceptional experience.\n\nCorporate leaders, marketers, product owners, and designers will learn how cognitive processes from different brain regions form what we perceive as a singular experience. Author John Whalen shows you how anyone on your team can conduct "contextual interviews" to unlock insights. You'll then learn how to apply that knowledge to design brilliant experiences for your customers.\n\nLearn about the "six minds" of user experience and how each contributes to the perception of a singular experience\nFind out how your team-without any specialized training in psychology-can uncover critical insights about your customers' conscious and unconscious processes\nLearn how to immediately apply what you've learned to improve your products and services\nExplore practical examples of how the Fortune 100 used this system to build highly successful experiences
