Use rigorous customer research to build your business case and solve customer experience problems.
There are 6 types of user research questions I typically ask my clients’ customers (or prospective customers) when I’m trying to better understand the sales funnel—or just one part of it.
User experience surrounds us. It’s built into every communication, physical and digital product, and environment—whether we plan for it or not. It’s even built into less visible and less obvious interactions. UX is everywhere.
Whenever I hear someone (mistakenly) attribute Henry Ford to the quote “If I had asked people what they wanted, they would’ve said faster horses” or perpetuate Steve Job’s “Never rely on market research” ideology — it makes me sad. Just because these quotes are famous, it doesn’t make them true.
To uncover deeper and more nuanced customer insights, one of my go-to research methods is the diary study. When conducting a usability study, phone interview, or online survey, I can only capture a specific point in time in the participant’s life. Alternatively, a diary study captures a richer view into what a customer is thinking and doing in the moment … Continue reading “The Pros + Cons of Using Google Docs for Diary Studies”
Before conducting any type of user research—whether a usability study or phone interviews—it’s best to start at the very beginning. (Though probably never a UX researcher, Maria von Trapp had it exactly right.) Creating a user research plan is a very good place to start. My first step in writing a research plan is to conduct one or … Continue reading “UX Research Toolkit: How I Plan User Research”
How well do you know your customers? Do you know why customers ultimately chose you and not your competitor? Do you understand their purchase process? What problems keep them awake at night? Their work-around solutions and current frustrations?
One of the key tenets of relationship marketing is the “Feedback Loop.” That is, gather feedback from your customers, then implement their suggestions. Empathize with their woes, then roll up your sleeves to find solutions. A feedback loop can be implemented in a number of ways:
Not only can you use Verify for concept testing, but it also works reasonably well for quick unmoderated usability tests. Update: Sadly, Verify no longer exits. For a total of $1,594 ($1,470 for 294 Amazon.com gift cards + $75 for SurveyGizmo + $49 for Verify) I was able to learn several surprising results in a … Continue reading “How to Conduct Concept Tests Quickly & Cheaply”
You have a sizable e-mail list, a healthy paid search budget, your site is optimized for Google, and you’re building a strong following in social media. But despite your best effort, the number of new leads flowing in doesn’t reflect all of this initiative. If any of the following scenarios resonate with you… Less than … Continue reading “Why Isn’t My Marketing Campaign Performing Better?”