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User Experience

User Experience (UX)

Today’s consumer is bombarded with promises for compelling experiences. They are sophisticated and demanding.  To be successful, a new product or service needs to be intuitive, usable, engaging and desirable.  The user experience needs to be emotional in order to be memorable.  

GfK’s User Experience (UX) research and design experts help our clients create and improve customer experiences for existing or new products and services.

We bring your customers into the heart of the design process from the start; reducing the risk of failed products and costly post-launch changes. We project user insights into all stages of development, from early concepts and prototyping through launch and post-launch activity.

Our user experience findings reveal definitive plans on how to best differentiate your products and services, capitalize on current market opportunities, and guide the UX of future product and service design.

As a result our clients create experiences that are engaging and meaningful; driving user adoption and customer satisfaction. 

Shailesh Manga
User Experience

UX Labs

GfK’s custom-built UX laboratories across multiple key markets are standardized to ensure consistency and high quality, no matter where the research is conducted. We use our UX labs to host test scenarios to meet any need – from a simulated emergency room to a living room environment – and accommodate everything from focus groups to individual interviews. 

For user experience research outside the traditional laboratory environment, we have unmatched mobile studios that allow data-gathering to occur anywhere in the world, in any setting.

Read more about our UX labs

UXalliance

Our GfK UX team is a founding member of UXalliance, the international user experience network. With more than 500 UX professionals worldwide who speak 30-plus languages combined, the UXalliance gives you access to local experts with deep knowledge of local markets.

To ensure reports are comparable across countries, our partners adhere to strict quality standards and proprietary guidelines. And we have been making global UX research easy since 2005 by offering cost-savings and shorter timelines for multi-country projects.

Related Links:

UXalliance

UX Masterclass bi-annual conference 

Related Products for User Experience
Latest insights

Here you can find the latest insights for User Experience. View all insights

    • 05/25/17
    • User Experience (UX)
    • Global
    • English

    Consumer attitudes around materialism present opportunities for brands

    According to the results just released from our online international survey, three out of ten people (31%) answered firmly that they “would rather have more time than more money”.  In comparison, only one out of ten respondents (9%) disagreed with the same statement. The survey also asked how strongly its participants agree that “experiences are more important than possessions”, with over ten times as many people firmly agreeing rather than disagreeing.

    Breaking down the results by country, income and age

    Those in China (41%), Brazil (37%) and Argentina (32%) ranked the highest, respectively, for their strong preference for more time over more money. Mexico (57%), Argentina (53%) and the United States (53%) ranked the highest in firmly agreeing that experiences are more important than possessions. Income played a minor role in the response variances, with higher income households valuing time and experiences slightly more than lower income households, but not to a significant extent. Survey respondents aged over 60 were more split in their answers, with 19% preferring “more time to more money” and 13% preferring the opposite.  Those in their twenties and thirties value time over money the most, at 36% agreement vs. 7% who disagree.

    What it means for brands

    These findings clearly demonstrate that there are strong opportunities for brands that can associate themselves in the minds of consumers with giving quality time back to their lives, or by simplifying and quickening their daily tasks. Brands can also differentiate themselves from competitors by identifying ways to turn their purchase process into more of an experience for the consumer.

    About the study

    *All the data presented in this blog represents the top 2 boxes (agreement) and bottom 2 boxes (disagreement) from on a 7-point scale where “1” means “disagree strongly” and “7” means “agree strongly.” GfK conducted the online survey with over 22,000 consumers aged 15 or older across 17 countries. Fieldwork was completed in summer 2016. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market. The global average given in this release is weighted based on the size of each country proportional to the other countries. Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA. hbspt.cta.load(2405078, 'a306f888-d631-48d8-8c27-694eed885a0f', {});
    • 04/20/17
    • Travel and Hospitality
    • User Experience (UX)
    • Global
    • English

    Improving the user experience of a ticket machine interface

    We aimed to improve the user experience of Deutsche Bahn’s touchscreen user interface for customers, thereby improving the ticket- buying experience.
    • 04/06/17
    • User Experience (UX)
    • UX Design
    • UX Measurement
    • UX Strategy
    • Global
    • English

    GfK hosts 12th User Experience (UX) Masterclass in China

    GfK, in partnership with the UXalliance, will host the 12th User Experience (UX) Masterclass at the InterContinental Puxi in Shanghai on April 20.
    • 03/09/17
    • User Experience (UX)
    • Connected Consumer
    • Global
    • English

    How to define engaging experiences in self-driving cars

    Autonomous vehicles have the potential to disrupt everything we know about driving. Earlier this year, I attended a panel discussion regarding the advancements in autonomous driving at the 2017 Consumer and Electronics Show (CES). One conclusion from this session was that it is no longer a question of “if”, but “when” autonomous vehicles will become part of our lives.

    A blank canvas for auto manufacturers

    With no need for a steering wheel, accelerator, or brake pedals, the interior of a car becomes a blank canvas. So, how will companies shape this canvas while keeping the user at the forefront? For example, if a passenger wanted to work on their commute, a car could be customized into an office space with a desk and internet connection. Prefer to relax and recharge after a long day? A car could offer features like a massage chair or a big screen TV. And, in the case of ridesharing, a different car could be called up to fit the user’s mood. The car has the potential to become a “third-space”, a space to be used for more than a way to get to where you are going.

    Understanding the types of experiences consumers want

    UX research methods such as ethnography will help manufacturers understand what types of experiences consumers want to have in-car, and how to deliver them in a way that engages and delights. Ethnography helps designers, engineers, and researchers build empathy by taking them out of the lab and placing them in real world situations users face every day. We employ this approach to uncover insights while observing common tasks side-by-side with participants. This method uncovers behaviors and insights that wouldn’t be revealed in any other form of research, and allows us to truly see the world from the user’s perspective. These insights allow us to develop use-case scenarios and solutions that are both nuanced and relevant.

    Standing apart as the landscape evolves

    As the autonomous vehicle landscape evolves, manufacturers who are able to create truly exceptional in-car experiences will stand apart. The first step to delivering exceptional consumer experiences is understanding what consumers expect and need – and how they should be delivered. Through direct observation, ethnography has the power to uncover this. The question is, which auto manufacturer will be the first to get it right? hbspt.cta.load(2405078, 'dd7ac318-b881-41bc-b61d-84467be53b2d', {});
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Shailesh Manga
User Experience
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