Rethinking "the" experience
The six minds of experience
In the blink of an eye: vision, attention, and automaticity
Wayfinding: where am I?
Memory/semantics
Language: I told you so
Decision making and problem: enter consciousness, stage left
Emotion: logical decision making meets its match
Exposing secrets
User research: contextual interviews
Vision: are you looking at me?
Language: did they just say that?
Wayfinding: how do you get there?
Memory: expectations and filling in gaps
Decision making: following the breadcrumbs
Emotion: the unspoken reality
Putting the six minds to work in your designs
Sense-making
Putting the six minds to work: appeal, enhance, awaken
Succeed fast, succeed often

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. Corporate 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