Content by Bretagne Abirached and Carina Moncivais of SapientRazorfish. Compiled by Devina Kumar, Marketing at Qualaroo.
Leading UX and digital marketing experts gathered for a lunch and learn event in San Antonio, Texas featuring keynote speakers from SapientRazorfish: Carina Moncivais, Senior Client Partner, Publicis.Sapient (formerly SapientRazorfish) and Bretagne Abirached – Associate Creative Director Experience, SapientRazorfish.
SapientRazorfish is one of the world’s largest digital agencies with a focus on business transformations backed by a client-centric, experience-led approach. Some of their clients include USAA, T-Mobile, Mercedes Benz USA, Marriott International, among others.
To kick off the presentation, Carina Moncivais explains how marketing is no longer simply about brand awareness, but rather “a brand purpose that creates a deep connection between a company and its customers.” (Moncivais) Marketers can no longer tell customers what they want. Now, customers tell marketers what they want, why they want it, how they want it and where they want it.
Not only that, they have the potential to be your biggest advocates. User experience and user research is what really provides brands that edge which enables them to ensure customers leave happy.
In the following clip, Bretagne Abirached talks about what user research really means and what role it plays in brand building. In the words of Kim Goodwin, she defines user experience and user research as follows:
“Professional designers must design financially viable products, services, and environments that meet the practical, physical, cognitive and emotional needs of a wide range of people”
User research: User research focuses on understanding user’s needs, motivations, and behaviors through observation and task analysis. The research helps us understand the context within which specific user groups want to engage with a brand.
You are not your user. You may be one of them. But you can’t speak for everyone. Conducting research allows us to create empathy for our users and understand key needs, motivations, pain points, and behaviors.
You must ask questions to gain context. The what, when, who, where, and how can be gained from various ways that don’t necessarily involve speaking directly to your customers. We can start to get that context from analytics, surveys, or marketing segmentation research. But to get to the “why” fundamentally, to be able to gain empathy towards your customers, user experience design or user centered design is the key.
Lets you know if your product is matching user needs and expectations.
Benefit: Surveys provide the best opportunity to talk to the largest number of people for the least amount of money
Limitation: We often learn about problems but the why they occur. It can be difficult to get the responses
Benefit: In-depth interviews are one of the most rich research methods, allowing for deep insights into motivations and behaviors
Limitation: These projects can be long and costly. Additionally, based on your customer base recruiting a representative participant pool can be difficult
Benefit: Usability testing is a generative testing tool that evaluates how easy it is for users to interact with a product across key heuristics
Limitation: It can be difficult to fully understand why a user is having issues, especially when leveraging remote, unmoderated testing tools
A representation of a group of users created by conducting user research and synthesizing into one or more archetypes to aid in design. Personas help guide decisions about product features, navigation, content hierarchy, and interactions.
These illustrate a range of needs, behaviors, motivations, interactions, and pain points customers have across time and space. Customer journey maps help identify key touch points and areas of opportunity across the brand experience.
There are four pillars that help brands utilize what they’ve learnt from the user research and “improve” their brand strategy.
We make sure our clients’ have concrete goals in mind – these need to be measurable, specific, actionable, timely and results based
Addressing any disparities between the technology that the clients use and those that the agency they’ve hired uses – the alignment is important in terms of cost, time, and effectiveness
Visionary clients who have a concrete and clear idea about the problems they face as a business, and potential solutions make this an easier process. Brands need visionary leaders to make the effective transformation
It is very important to have a detailed plan laid out for all parties involved. What is the preparatory work that needs to be done before proceeding with the steps, what are the steps, who all is involved, who is accountable for what, what is the timeline for these steps, and so on.
We ended the session with a Q&A with the speakers along with a three leaders in the tech space here in San Antonio: Ayon-Wen Waldron, Exec. Director of Marketing at ArchPoint, Jess Garza CEO at Earth Class Mail, Angela Bartels, VP of Marketing at Qualaroo.
If you have questions about the talk and/or the Q&A, we would be happy to get them answered! Just put them in the comments below and we will get back to you!
There’s no shortage of content about UI/UX, and the discipline itself is fast-moving. Whatever your primary interest—whether it’s accessibility, front-end design or user research—there’s a UX blog for you. So, how can you know which of blogs or news sources are worth exploring? Not to fear, we’ve done our own research and think that these … Continued
This post was written by Qualaroo team member Sarah Cantu. Have you ever tried to remember a close friend’s favorite type of sweet treat for their birthday or celebration, only to realize you have no idea what flavors they prefer? In fact, you’ve probably eaten sweets with this person on more than one occasion, only … Continued
The Net Promoter Score (NPS) has historically been the single key indicator of success for customer service teams across most industries.
At Qualaroo, we believe that user feedback is at the heart of the success of all businesses. Our mission is to make user research faster, easier, and more accessible for companies of all shapes and sizes.
When it comes to methods of gathering feedback, the gold standard for marketers is the in-person focus group. This format offers an opportunity to gather opinions, verbal feedback, and observation of attitudes about your product. However, focus groups can also be costly and time-consuming, which can be prohibitive for small teams or small budgets. But this shouldn’t hold you back from gathering high-quality feedback.
At Qualaroo, we know that user feedback should be integral to your UX and digital product strategy. After all, your product, sales, and marketing teams are not mind readers. User feedback contextualizes what your users want and eliminates the guesswork of product development.
How can you know what someone thinks when they aren’t vocalizing their thoughts or feelings? How do you solve problems for users who aren’t providing you with raw feedback (or any feedback for that matter)? This is a consistent challenge UX and marketing professionals face. Without a written response, reaction or review, it can be difficult to know how to improve your product and its user experience.
Over the past few months, we’ve made a number of updates to Qualaroo designed to make your experience better: like revamping our Sentiment Analysis and NPS reporting experiences. Today we’re excited to announce another such release: Qualaroo now supports Content Delivery Network (CDN)!
Like any field, there are ideas and best practices in web design and experience that have become central tenets. While these “laws” are meant to improve web usability and experience, they’re certainly not immutable.
In November, we released a set of new reporting functionality in Qualaroo’s reporting dashboard. Complete with improved NPS reporting, nudge performance statistics at a glance, and word clouds, we brought you new ways to get more out of your Qualaroo experience.