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User Experience

User Experience (UX)

Um als Unternehmen erfolgreich zu sein, muss ein neues Produkt oder eine neue Dienstleistung intuitiv verstanden werden. Nur emotionale Erfahrungen der Nutzer bleiben in Erinnerung.

Unsere Experten im Bereich User Experience helfen Ihnen dabei, die Erlebnisse mit bestehenden oder neuen Produkten und Dienstleistungen zu schaffen oder sie zu verbessern. Dabei steht der Nutzer von Beginn an im Mittelpunkt der Entwicklung. So werden das Risiko des Misserfolgs eines Produkts und kostenaufwändiger Änderungen nach der Markteinführung verringert.

Wir liefern während jedes Entwicklungsschritts Einblicke in die User Experience – von den ersten Entwürfen und Prototypen über die Markteinführung bis hin zu Maßnahmen nach dem Launch.

Mit unserer umfassenden Expertise helfen wir Ihnen, sich durch Ihre Produkte und Dienstleistungen von Wettbewerbern abzuheben, aktuelle Marktchancen zu nutzen und die Nutzererfahrung bei künftigen Produkt- und Dienstleistungsdesigns in die richtigen Bahnen zu lenken.

Auf diese Weise schaffen Sie spannende und emotionale Erfahrungen für Ihre Nutzer und verbessern auch die Nutzerakzeptanz und Kundenzufriedenheit.

Mag. Robert Madas
Mag. Robert Madas
Austria
+43 171710 149
Mag. Georg Schober
Mag. Georg Schober
Austria
+43 1 71710 360

UX Labs

Unsere maßgeschneiderten UX-Labore in zahlreichen wichtigen Märkten gewährleisten Konsistenz und hohe Qualität –ganz gleich, an welchem Ort die Forschung durchgeführt wird. Wir nutzen unsere UX-Labore dazu, unterschiedliche Testszenarien –von der Notfallstation bis hin zum Wohnzimmer –sowie Raum für verschiedene Forschungsmethoden –von Fokusgruppen bis hin zu Einzelbefragungen –zu schaffen

Mieten Sie unsere Teststudio

Gerne können Sie unsere Teststudios in Deutschland auch für eigene Studien oder die Studien ihrer Kunden anmieten.

Lesen Sie mehr über unsere UX Labore

Außerdem können wir mithilfe unserer mobilen Studios weltweit und in jedem Umfeld Daten sammeln.

Lesen Sie mehr über unsere UX Labore weltwe

Mehr über unsere UX Labore weltweit

UXalliance

Unser UX-Team ist Gründungsmitglied der UXalliance, dem internationalen Netzwerk für User Experience. Mit mehr als 500 UX-Fachleuten weltweit bietet die UXalliance Zugang zu lokalen Experten mit eingehender Kenntnis der lokalen Märkte.

Damit die Leistungen länderübergreifend vergleichbar sind, werden von unseren Partnern strenge Qualitätsstandards und Richtlinien eingehalten. Seit 2005 ist die weltweite UX-Forschung durch mehr Kosteneffizienz und kürzere Fristen bei länderübergreifenden Projekten noch einfacher.

Verwandte Links:

UXalliance 

Halbjährliche UX-Masterclass-Konferenz

Unsere User-Experience-Produkte
Aktuelle Insights

Finden Sie hier aktuelle Insights aus dem Bereich User Experience.

    • 28/06/16
    • Financial Services
    • User Experience (UX)
    • Austria
    • German

    User-Tests – Garant für nachhaltigen Erfolg im Software-Markt

    Dieses Video zeigt die erfolgreiche Zusammenarbeit zwischen GfK und DATEV bei mehr als 150 Projekten zur Verbesserung der User Experience von DATEV-Software.
    • 19/10/15
    • Consumer Goods
    • User Experience (UX)
    • Connected Consumer
    • Austria
    • German

    Ein besseres Nutzererlebnis für Smart Home schaffen

    BSH wollte sicherstellen, dass Kunden ihre smarten BSH-Hausgeräte mit der neuesten Version ihrer mobilen App auf einfache Weise konfigurieren und bedienen können.
    • 29/08/17
    • Technology
    • User Experience (UX)
    • Global
    • English

    Taking an insights-driven approach to marketing smartphones

    It has been a full decade since the launch of the first iPhone, and it’s easy to forget that life used to be simple for smartphone manufacturers. Around the same time each year, consumers would wait fervently for the launch of the latest new gizmo. There was plenty of time to create hype, whether it was a large screen, water resistance, or a game-changing camera. But plenty has changed in the past decade. These days, marketers of smartphones have an increasingly tougher job. Here’s why. Not exactly “me too”. After years of playing catch-up in the technology department, smaller and newer brands have arrived while local brands are also expanding globally. Features on smartphones are becoming almost identical, therefore making it virtually impossible to stand out for having a “great product”. For example, although smartphones are priced according to categories such as mid and high range, most smartphone brands today offer a minimum full HD screen resolution of 1920 x 1080. In our POS tracking, we noticed that a majority of the smartphones purchased in ASEAN last year were phones with this screen resolution, although prices varied according to the brands. Longer is not always better. Consumers are keeping their smartphones for longer as telcos have halted short-term mobile phone contracts. This could mean that consumers are less likely to purchase new phones on a whim. Too fast too furious. With consumers keeping their phones for longer and new models being introduced to the marketplace at a faster rate, brands now have a shorter time window to effectively market their smartphones. And whilst you might think expensive smartphones might be slightly more protected against obsolescence, the reverse is true: our data in Asia shows that higher-priced smartphones have an average lifespan of just 14 months. Their cheaper counterparts? 16 months.

    What does this mean?

    A combination of all the above factors means one thing for marketers: reduced sales opportunities. This explains the trend towards short-lived advertising campaigns, focused specifically on new product launches. This also means there is less time for brands to deliver a margin. With the rapidly decreasing timelines and the stakes higher than ever, the success of your next campaign will depend on the effective use of market intelligence to communicate and market your products. To stay relevant, marketers will need to leverage all the tools at their disposal. For example, marketing mix modeling evaluates the marketing campaigns’ performance across different media channels – both online and offline. These crucial insights enable marketers to strategize and allocate the appropriate budgets to generate maximum return on investment (ROI). Research intelligence will also help to support a brand’s marketing goals in the short and long term. As the tech market is relatively mature, it makes it increasingly difficult for you to differentiate your products from those of the competition. Today, although it is still possible to promote just the features of a product, it is more effective for advertising campaigns to focus on product benefits and compelling brand experiences, to cater to “connected consumers”. As marketers, it is essential to determine what to advertise, but it is more crucial to understand how your target customers react to communications. Our research tells us that the contribution made by different media varies by industry and brands. For example, innovative tech products benefit more from digital media advertising instead of traditional media advertising. Apart from media channels, it is also vital to ensure that the format and timing of your campaign is aligned to your objectives – whether this is to boost sales in the short term or build brand equity for the longer term. In addition, through our POS Analytics, the sales impact and ROI of marketing activities can be evaluated using tracking data assets and advanced econometric modeling techniques, enabling brands to simulate the outcome of sales and marketing plans.

    Insights for marketing and sales success

    In today’s landscape, “connected consumers” are constantly seeking compelling experiences. To be successful, a product or service needs to be intuitive, usable and engaging while creating memorable experiences. With user experience research intelligence, brands can leverage user insights to improve their product design, concept and prototype, to build and sustain positive customer experiences. Additionally “connected consumers” are exposed to more advertising messages than before and have shorter attention spans. This makes it more important for brands to know exactly where, when and how to reach this group of audience. Here’s where marketing mix modeling, through a correlational analysis of sales and marketing campaign performance, can give accurate insights on synergies and ROI measurement across channels and media. By understanding exactly which of your promotions work, you have the full power to optimize your activity for each channel. Bjoern Kroog is Global Director of GfK POS Analytics. To share your thoughts, please email bjoern.kroog@gfk.com or leave a comment below. hbspt.cta.load(2405078, 'c04c254d-04a0-472f-a53d-c274afc77111', {});
    • 19/06/17
    • Retail
    • Technology
    • User Experience (UX)
    • Connected Consumer
    • Global
    • English

    Improving customer loyalty and retail experience through mobile payments

    Eight years ago, Starbucks developed its own app for mobile payments. Today, it’s still held up as the gold standard in the United States. In Asia’s rapidly developing market, where mobile payment is eight to nine years ahead of the West, things are quite different. In China, you can mobile pay for everything from a cab to a mojito or utility bill. In 2015, WeChat registered more financial transactions in one day than PayPal did during the entire 12 months. But it’s not just China that’s adopting the trend. Mobile payment is also making massive inroads in Southeast Asia as shopping apps are gaining popularity. In Singapore alone, there are 30,000 retail points accepting contactless payment methods such as Apple Pay, Android and Samsung Pay. In Indonesia, the most populous country in the region with 250 million people, most of the big traditional retailers are unveiling e-commerce plans of their own. In a recent GfK study: The Connected Asian Consumer, consumers in Singapore and Indonesia also reported fairly high usage incidence of shopping apps (37 and 35 percent respectively). This growth is fuelled by affordable smartphones, a massive young and tech-savvy population and efforts by governments and telco operators to expand and improve high-speed wireless networks. The future has never been clearer. It’s only a matter of time before mobile payment goes mainstream.

    The Connected Consumer

    Unfortunately for traditional retailers, the age of e-commerce has also produced a new consumer – we like to call them the ‘Connected Consumer’ – and their behaviors are shaping the future of retail. In the GfK 2016 FutureBuy survey of 20,000 consumers in 20 markets, it was found that shoppers are becoming less loyal to any one retailer. Almost half (46%) of all consumers (14-65 year olds) stated they were less loyal when shopping. This figure rises among the youngest consumers to 53% of Gen Y (18-29 years), and six in ten (58%) of Gen Z (14-17 years). For retailers who understand the Connected Consumer, there are opportunities to stay ahead of the competition – and mobile payments are a huge part of it.

    Customer loyalty

    Despite becoming less loyal, many Connected Consumers expect an omnichanel shopping experience when they interact with a brand. Connected Consumers in APAC seek the best of both worlds. For example, shoppers in China are the most likely to embrace omnichannel shopping – seven in 10 (71%) shop both online and in-store while Australian shoppers are the most likely to shun online: almost two thirds (62%) shop exclusively in-store. In contrast, Indians lead the way in online shopping with almost one quarter (23%) shopping the category exclusively online. Therefore it is important for retailers to understand the new reality of the omnichannel consumer, and know that the ‘whatever, whenever’ culture demands that user experience is seamless across all devices. If retailers don’t understand this, customers will simply delete their app and move on. We predict that mobile payment could halt the current trend for a decline in shopper loyalty. It makes sense, really. There are numerous benefits for shoppers: avoiding queues, centralizing loyalty rewards, checking stock, ordering ahead, enjoying customized offers and easy price comparison. At the same time, using customer and data analytics, retailers can receive customer data to offer more personalized services. In turn, this presents an opportunity to generate long-term relationships. However, it is important to note that not all Connected Consumers are the same. For example, older consumers aren’t as comfortable with sharing personal information as younger consumers. Understanding the shopper’s purchase journey is easier these days with research intelligence offering detailed information on the route shoppers take when making a purchase, and ways in which online and offline touchpoints influence their decisions. We believe that brands that understand, respect and protect consumers’ individual boundaries will deserve the loyalty they earn by doing so. As mobile payments continue to grow in APAC, businesses in various sectors such as financial services, cybersecurity and telco stand to gain and can evolve to support the changing landscape. For example, for telco operators, engaging with retail merchants and partners can help strengthen the overall service ecosystem to provide better end user experiences for consumers. Additionally, the design and development of payment services can also be integrated with other emerging technologies and competencies to offer differentiation to target audiences.

    Customer experiences

    Loyalty is great, but to really retain customers in today’s omnichannel space, shopping experience is equally important. To Connected Consumers, simplicity and convenience is paramount. Not only do they expect everything quickly, they also lose their patience faster.

    What does that mean for retailers?

    For large retailers, mobile payment offers the opportunity to segment and target consumers much more effectively with highly personalized offers and incentives. Discounts and offers can be integrated into mobile payment, replacing the need for physical coupons and entering information into a terminal. Connected Consumers will wave goodbye to the traditional checkout queue and benefit from a wealth of customized rewards. Mobile payment also offers a chance for small retailers to move into a new era of retailing. Freed from high transaction fees and with new ways to connect with consumers, small retailers can now embark on the kind of personalization and targeting that is usually the privilege of larger players. With e-commerce here to stay, there is plenty of potential for retail businesses to leverage research intelligence to adequately design and develop strategies to target this group of consumers. Essentially, the key to success is to fully understand shopper behavior and be led by what consumers ultimately want, without being blinded by what the technology can do. Karthik Venkatakrishnan is Regional Director at GfK. To share your thoughts, please email karthik.venkatakrishnan@gfk.com or leave a comment below.
Kontakt
Mag. Robert Madas
Austria
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