Testing prototypes is an inherent part of finalizing designs. Nobody wants to wonder why users are not utilizing an app the way it should be utilized or why they can’t seem to complete a purchase on your website. And nobody wants to rework something that’s already been shipped.
The Power of Understanding Customer IntentAugust 7, 2012
We recently took a poll of Qualaroo users and asked: “what question has generated the most actionable insights for you?” Not surprisingly, the top three responses to this poll were all related to understanding a person’s intent.
Connecting with a visitor’s intent is one of the most effective ways to keep them engaged during the conversion process. While they are engaged, you can steer them toward a gratifying experience with your solution.
Contrast this to trying to reach someone in “the wild.” The average person sees nearly 3,000 advertisements every day. Breaking through this clutter is nearly impossible. So when someone has directed their intent toward your solution, it is essential to make sure you are connecting with that intent.
So what are some of the key questions Qualaroo customers ask to try to uncover intent?
The most common question was “what did you come to this site to do today?” The answers to this question will help you develop effective hook statements to let visitors know they will be able to achieve their objectives.
Another common question asked was “were you able to find the information you were looking for?” The value in these answers can help you bring clarity to your messaging and eliminate any barriers that may stand in the way of someone finding important information.
Finally, the question of “what can we do to make this site more useful?” is an effective catchall question, still associated with the idea of intent. According to Co-founder of Planapple Mike Edmunds, “of all the questions we’ve tried, this one has generated the highest rate of specific suggestions from [our] users. It’s a great question: broad enough to capture anything from bug reports, to feature requests, to usability issues; but simple enough that users are readily willing to answer it. And it’s applicable at nearly any stage in the customer lifecycle.”
These intent questions are best asked while a user is “in flow” on your website. In comparison to emailed surveys, real time surveys can reach users in an effective amount of time in order to provide accurate answers.
We’d love to hear from you. What questions have you asked that have helped you uncover actionable insights?
UX designers are under a lot of pressure to produce designs that add value to users’ lives. But without input from your users, it’s nearly impossible to design an experience that actually helps alleviate their pain points. If you’re pressed for time and/or don’t have the help of a researcher, getting the user input essential to design a great product can certainly be a challenge.
As a UX designer, getting your leadership to support your major projects can be as much about talking the talk as it is about walking the walk. As much value as your work may provide, you also have to know how to sell it in a world of competing priorities and looming deadlines.
Even as UX design and user research are becoming a more prominent focus in today’s leading companies, it can still be tough to get executive leadership onboard with user research-related initiatives. We know the struggle.
This post originally appeared on UsabilityGeek.
This post was written and contributed by Alex Birkett of Hubspot.
Understanding the steps users take as they interact with your brand and how they feel along the way is crucial to managing in today’s digital experience landscape. A customer journey mapping tool gives you the ability to put yourself in a customer’s shoes and see what the end-to-end experience is like. By visually representing this process, you can begin to understand which of your company’s touchpoints bring joy and which cause frustration for the customer.
We all know that user feedback is important, that goes without saying. It should be the primary source of information you look to if you’d like to improve your user’s experience and your product itself.
Sometimes it feels like apps, tools, and services we use are an extension of the work that we do. That’s especially true if you work in UX, product management, or any sort of design. UX tools do a lot of heavy lifting when it comes to user research and design.
This post originally appeared on Design Thinking and was written by Paulina Wójciak and Sarah Cantu.