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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.

• Learn about the six minds of user experience and how each contributes to the perception of a singular experience
• Find out how your team--without any specialized training in psychology--can uncover critical insights about your customers' conscious and unconscious processes
• Learn how to immediately apply what you've learned to improve your products and services
• Explore practical examples of how the Fortune 100 used this system to build highly successful experiences

John Whalen has a PhD in cognitive science and over 15 years of human-centered design experience. Using his unique blend of psychology, design thinking, and Lean Startup techniques, he uncovers business opportunities and UX solutions for Fortune 100, nonprofit, and startup clients. John is CXO of 10Pearls, where he leads their Innovation, Strategy, and Design team. Prior to joining 10Pearls, he founded the research firm Brilliant Experience and was a psychology professor. John is a frequent presenter at conferences and a past president of the User Experience Professionals Association in Washington, DC His current practice focus is cognitive design--the art and science of harnessing cognitive psychology to understand users, inform design, and create compelling products and services.