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.
5 Products Brought to Life by Consumer FeedbackAugust 20, 2018
It is imperative to collect consumer feedback if you’re a company looking to shift and grow along with consumers’ needs. However, it’s not enough to simply collect feedback: consumer voices must be brought to the forefront of your business through action. Gathering feedback, analyzing those concerns and executing solutions to their pain points is where the real magic happens. These five products were born of this execution.
Ecommerce giant Amazon struck gold with their annual membership service, Amazon Prime. The service was born from a brainstorming session behind CEO Jeff Bezos’ Washington home back in the early 2000s. The team aimed to increase customer loyalty by solving one of their biggest customer complaints: shipping costs. There are tens of millions of Amazon Prime users today; it seems the Amazon team hit the nail on the head by addressing this consumer need.
Art.com, the ecommerce art sales platform, used Qualaroo to collect consumer feedback on ArtView, their new gallery wall product. ArtView utilizes a buzzed-about ARKit allowing consumers to virtually plan out their own gallery wall using just their smartphone and a blank wall. While Art.com’s product development team used the information to validate a need for solutions in executing a brilliant gallery wall, the biggest beneficiary was Art.com’s marketing and PR teams. Those customer insights were key in how those teams positioned ArtView to their consumer base.
This streaming entertainment company probably knows more about you than you do about yourself. While Netflix gathers customer feedback more passively (such as number of minutes watched) rather than through an overt survey, they use that information extensively to provide personalized show recommendations in your queue. This is one of the reasons your Netflix landing page might differ from your friend’s. Furthermore, these customer insights in aggregate have assisted with guiding studio decisions on what shows to produce because the Netflix team already knows what shows will be hits based on the information they’ve gathered.
If Netflix is listening to what you watch, HoverPin is listening to almost everything else. This app integrates your specific interests into a personalized map. When you check HoverPin for lunch options in your area, the app is designed to show you the great sushi spot you’ll love instead of the four fast-food chains you can’t stand. This model uses constant feedback from the customer based on their actions, tendencies and preferences.
Sometimes consumer feedback can also come by way of your employees. Domino’s Chief Digital Officer Dennis Maloney said,
“Every person at [Domino’s] has at some point wanted to get pizza delivered to somewhere where they couldn’t.”
With 60% of Domino’s customers ordering food online, the company realized that there was an opportunity to have pizzas delivered to an “address-less” spot, such as a park or outdoor landmark. To solve this issue, the company turned food delivery on its head, allowing orders to be sent to local “hotspots” instead of a traditional address. The result? Pizza lovers no longer have to be tethered to a physical address to get their favorite pie.
Seek First to Understand
Each company created these products to solve a fundamental problem for their users. When customer feedback is actually acted upon instead of just gathered, your company can achieve massive breakthroughs. But, you must first seek to understand.
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.
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 19 UX blogs are where it’s at.
This post was written by Qualaroo team member Sarah Cantu.
The Net Promoter Score (NPS) has historically been the single key indicator of success for customer service teams across most industries.