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Experiencia del usuario (UX)

En la actualidad, se bombardea a los consumidores con promesas de experiencias fascinantes. Ellos son sofisticados y exigentes.  Para tener éxito, un nuevo producto o servicio debe ser intuitivo, útil, atractivo y deseable. La experiencia del usuario debe ser inolvidable. 

Los expertos en investigación y diseño de la experiencia del usuario  (UX) de GfK ayudan a nuestros clientes a crear y mejorar las experiencias de los clientes para productos y servicios tanto actuales como futuros.

Colocamos al cliente en el corazón del proceso de diseño desde el comienzo, para disminuir el riesgo de productos fallidos y altos gastos posteriores hasta el lanzamiento. Proyectamos la percepción del usuario en todas las etapas del desarrollo, desde el concepto inicial y la generación de prototipos, hasta el lanzamiento y las actividades posteriores a este.

Nuestros descubrimientos sobre las experiencias de los usuarios se reflejan en planes definidos sobre cómo diferenciar sus productos y servicios, sacar provecho de las oportunidades actuales de mercado y guiar las UX del diseño de futuros productos y servicios.

Como resultado, nuestros clientes generan experiencias atractivas y significativas, lo que se traduce en la adopción del usuario y satisfacción del cliente. 

Shailesh Manga
User Experience

Laboratorios de UX

Los laboratorios personalizados de UX de GfK, a través  de múltiples mercados clave, se encuentran estandarizados para asegurar la consistencia y la calidad alta, sin importar dónde se lleve a cabo la investigación. Utilizamos nuestros laboratorios de UX para presentar escenarios de prueba que atienden cualquier necesidad, desde una sala de emergencias simulada hasta una sala de estar, al igual que adaptarse a toda situación, desde grupos de debate hasta entrevistas individuales.  

También contamos con estudios móviles que permiten la recolección de datos en cualquier lugar del mundo, en cualquier entorno, para realizar investigaciones fuera del laboratorio.

Alianza de UX

Nuestro equipo de UX de GfK es miembro fundador de la UXalliance, una red internacional de experiencia de usuarios. Con más de 500 profesionales de UX a lo largo del mundo, que hablan más de 30 idiomas en conjunto, la UXalliance les brinda acceso a expertos locales con un profundo conocimiento de los mercados locales.

Para asegurar que los informes sean comparables entre países, nuestros asociados se adhieren a estrictos estándares de calidad y lineamientos sobre exclusividad. Desde 2005, hacemos que la investigación de UX mundial sea sencilla, ya que ofrecemos ahorro en los costos y plazos más acotados para proyectos en diferentes países.

Enlaces relacionados:

UXalliance

Conferencia de clase magistral semestral de UX

Últimas noticias

Aquí puede encontrar las últimas noticias sobre experiencia del usuario. Siga leyendo

    • 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', {});
Contáctenos
Shailesh Manga
User Experience
Felipe Lohse
General