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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. 

GfK, Colombia
Colombia

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

    • 08/29/17
    • 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', {});
    • 06/19/17
    • 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.
    • 06/14/17
    • Retail
    • User Experience (UX)
    • Global
    • English

    How retailers can build customer loyalty – one good experience at a time

    This post was co-authored by Heather Rakauskas. When asked to name their number-one challenge today, most retailers respond “improving customer loyalty”. At a time when online resources and ecommerce sites have placed shoppers firmly in control – able to find the best price, with SAP delivery, in seconds – having a long-term connection to consumers becomes invaluable. One of the few forces that can offset “lowest price wins” buying is consumer trust in and comfort with a brand.  

    The importance of customer loyalty programs

    This makes retailer loyalty programs even more important. They come in many shapes and sizes – personalized coupons, fuel rewards, VIP offers, surprises at checkout, free shipping, and points tiers, to name a few; but they all serve to remind customers why they should return to the brands they already know. Loyalty programs can also provide essential customer data that gives additional insights into promotion use, product trial and repeat, the identities of best customers, and more. And smart retailers assess the effectiveness of loyalty programs in a variety of ways – ongoing use of the offers, yearly value delivered by participants, and more. When launching a new loyalty effort, some retailers may even conduct a concept test, because this is a big investment with high expectations to meet. This due diligence often overlooks a key element of consumer satisfaction, though: the user experience.

    Applying UX research to loyalty programs

    Companies commonly apply “UX” principles and research to their websites and apps, closely observing and questioning users to find out what challenges and frustrations they might have experienced. By addressing the UX before launch, companies can head off major issues that could cripple acceptance and even create image problems for the brand. Loyalty programs deserve the same careful scrutiny – especially since they become an important part of the omni-channel experience, affecting communication and access both online and in-store. Loyalty use is experiential, not just transactional, and we should be viewing our programs through that lens. When assessing the user experience of a loyalty program, it is essential to look at both the offer and the interfaces (website, app and store), studying issues such as:
    • communication effectiveness for both process (how it works) and benefits
    • areas of confusion, irritation, inconveniences, and disconnection
    • delivery against expectations
    • drivers of and barriers to use — for both initial and return visits
    • consistency and usability across all program touchpoints
    One important tip for the work – include your front-line associates in this evaluation, if they are tasked with communicating or executing your program.

    Enhancing the overall customer experience

    When doing this work, you are determining how to optimize the program experience to encourage more sign-ups and, importantly, more active users. You are hoping this program experience not only drives purchases but enhances the overall customer experience, providing a halo effect on the overall brand and strengthening the relationships you have with your customers. With goals as lofty as these, it makes sense to employ UX research to make sure you are connecting with and satisfying users to the highest degree, with nothing left to chance. To share your thoughts, leave a comment below or email wendy.wallner@gfk.com or heather.rakauskas@gfk.com.
    • 06/09/17
    • Retail
    • Consumer Goods
    • User Experience (UX)
    • Global
    • English

    It starts with experience: How brands and consumers can become friends for life

    Every brand wants to broaden its client base, but to achieve this is one of the biggest challenges facing marketers. The key to success lies in building a relationship between consumer and brand. From this strong foundation, you can increase penetration, not only converting consumers into browsers, but also upgrading light buyers into regular buyers, and increasing the resistance of loyal buyers to switch to a rival brand. You can achieve brand success by making “friends for life”. Here’s how:

    Brand awareness + experience = success

    It goes without saying that you need to ensure your brand is top-of-mind in the shopper’s consideration set. At the simplest level, that means having a brand that consumers know, one that is available where they are shopping, and that grabs their attention. For many brands, consumers’ awareness levels of them are already high, and so more effort is required to increase brand penetration and customer loyalty. Here knowledge is power. Understanding which touchpoints have the maximum impact on your brand awareness allows you to optimize advertising and promotions campaigns aimed at broadening your client base. But you must go further to foster relationship building with non-buyers and current buyers of your brand by providing positive memorable experiences. This is how to build the relationships you want with current and potential customers and create lifelong partnerships.

    It’s all in the relationship

    Shoppers will only browse your brand if they have a neutral or good relationship with it, past negative experiences represent a considerable obstacle. That’s not to say you can’t change those bad feelings, but you must identify them and understand the causes before you can convert these consumers into browsers.

    Becoming friends for life

    A strong brand relationship goes right to the heart of the challenge of conquering the connected shopper. To broaden your customer base, you must start from a point of brand awareness, but in today’s highly competitive environment, that is a starting point in all sectors. The crucial added element that offers success is to build lasting relationships – to become “friends for life” with customers. The only way to get customer loyalty is to earn it. Providing a consistently excellent user experience across all channels is key, as is ensuring that your products deliver exactly what consumers expect. The final piece of the jigsaw is developing an effective customer loyalty program that provides real benefits to your consumers and whilst also strengthening your relationship with them. Oliver Hupp is Global Director Brand Strategy and Tracking at GfK. He can be reached at Oliver.Hupp@gfk.com. hbspt.cta.load(2405078, '9bdb3a8b-64ae-4f01-a774-3e4ae6baeefc', {});
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Colombia
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Colombia
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