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Why conduct customer or ‘user’ research?

Consumer Behavior Consumer Marketing Copywriting May 10, 2020

We are all the same but different. I always think that. I know that

We have emotions. We are driven to take care of those we love. Survival comes first. We all feel sad, we feel doubtful and we feel courage. We might even think the same things. But then again, we are different.

What I like might be different than what you like, and that could be for the very simple reason that I come from a different cultural background than you, because I had different challenges, or grew up in a different neighborhood. It could be because of the school I went to or the languages that I speak. My job, my friends and the way I live could make me different than you, and similar to those who belong to the same school, to the same culture or the same neighborhood.

How Google Translate will break your copy?

Consumer Behavior Copywriting May 9, 2020

You communicate through all your senses, but when it comes to online services, you communicate using visual cues and the power of the written word.

Don’ t underestimate the power of that written word.

Especially if your website is bilingual.

Nothing is worse than a bilingual website that doesn’t speak the language of the locals. Nothing is worse than a bilingual website that is built on Google Translate.

Will social distancing keep us “safe” and get us addicted?

Consumer Behavior May 8, 2020

Social distancing. Isolation.

Stay home. Stay safe.

I am bombarded with those messages and I am sure you are too.

As sick as I am of those, I am sure you are sick of them too.

It’s no doubt that social distancing in the time of a pandemic will “keep you safe” from the highly contagious COVID-19.

But…

What if this social distancing will result in other problems for us as a global society, turning the majority of us to addicts, of whatever substance that induces dopamine?

Discover how the bystander effect influences online engagement

Cognitive Bias Consumer Behavior May 7, 2020

Discover how the bystander effect impacts online engagement

What is the bystander effect?

Good question.

In simple English, the bystander effect means that in times of distress or when the time comes when”someone” needs to take action, if there are a lot of people present, everyone will assume “someone” else will take action, and no one will take that “action”.

People would think,

“Someone is taking care of it, so I don’t really have to do anything about it.”

7 Reasons to conduct usability testing

Customer experience Product design Service design May 6, 2020

In one of my previous posts, 6 Dimensions to measure usability, I explained what is usability and why it’s important to measure.

But…

More often than not, the budget wouldn’t allow it or the project timeline is just too tight.

Usability testing then is put in a second priority. Worse, it could be forgotten.

… and so, I have decided to share with you 7 reasons you should conduct usability testing.

6 Dimensions to measure usability

Customer experience Product design Service design May 5, 2020 1 Comment

Usability is one of the user experience design disciplines. Other disciplines include visual design, information architecture, and interaction design.

Ignore it, and good luck having users “use” your product, whether that is a website, a mobile app, a system, or a device.

What is usability?

In simple words, usability is how easy it is to use an interactive device, system, or website.

When you decide to design a product, you are trying to solve your customer’s problem. You want to provide your customer with a functional product that is easy to use, and therefore useful.

3 Product design principles that work for every customer

Customer experience Product design Service design May 4, 2020

Emotions drive our decisions.

They shape our pains, our joyful moments. If they are good, we keep using the same products or services, and if they are not, we simply stop and walk away.

There is no doubt that customer (or “user”) research is an essential activity to design products and services that truly meet your customer needs.

We want to understand the challenges that our customers face in order to design products and services that deem helpful to them.

If we don’t understand what jobs they are trying to do, what challenges they are facing, and what contributes to a better day for them, then what are we doing?

To get your customers to buy again, give them a reason to

Consumer Behavior Consumer Marketing May 3, 2020

Speak to the “new brain”, and not only your customers will be satisfied with your product or service, but also become repeat customers and buy again and again.

Remember when I was talking about the reason we do stupid things, and then think, “What the hell was I thinking?”

The reason we do stupid things

Consumer Behavior Consumer Marketing Spending money May 2, 2020 1 Comment

Sometimes we do stupid things.

We make impulsive decisions and rely on our gut
.
How many times have you thought, “What the hell was I thinking?”

What you have done is not logical. In fact, you have used to good old SWOT analysis diagram, you wouldn’t have even thought about that stupid thing you did in the first place.

What is experience design? Service design? What is the difference?

Customer experience Service design May 1, 2020

What is experience design? Service design? What's the difference?

What is experience design? Service design? What is the difference? And what does your boyfriend has to do with it?

I will tell you.

You say experience design, they think of user experience (UX). They think about designing a new app, a new website.

You say service design, they think the same, but that’s not it.

A lot of people ask what is experience design, what is service design, and how are they different?