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User Experience

User Experience (UX)

Aujourd'hui les consommateurs sont très sollicités par des promesses d'expériences passionnantes. Elles sont sophistiquées et exigeantes.  Pour réussir, un nouveau produit ou service doit être intuitif, utilisable, engageant et désirable.  L'expérience utilisateur doit être émotionnelle pour être mémorable.

Les experts GfK en études User Experience et en design (UX) aident nos clients à créer et améliorer les expériences clients de produits et services existants ou nouveaux.

Nous amenons nos clients au cœur du processus de conception, dès le début, ce qui réduit le risque d'échec de produits et des changements coûteux post-lancement. Nous injectons les insights utilisateurs à toutes les étapes du développement, des premiers concepts et du prototypage au lancement et aux activités post-lancement.

Les résultats des études UX vous révèlent comment différencier au mieux vos produits et vos services, capitaliser sur les opportunités de marché actuelles, et guider l'UX du design du prochain produit ou service.

Ainsi, nos clients créent des expériences engageantes et qui ont du sens, permettant l'adoption par l'utilisateur et la satisfaction des clients.

Shailesh Manga
User Experience

UX Labs

Les laboratoires GfK dédiés à UX, présents sur de nombreux marchés clés, sont standardisés afin d'assurer cohérence et qualité élevée, peu importe où est menée l'étude. Nos laboratoires UX sont à même d’accueillir des scénarios de test afin de répondre à tous les besoins - d'une simulation de salle d'urgence à un environnement semblable à une salle de séjour - et permettent d’organiser des focus groups comme des entretiens individuels.

Pour les études sur l'expérience utilisateur menée à l'extérieur des laboratoires traditionnels, nous possédons des ateliers mobiles incomparables qui nous permettent de recueillir des données où que nous nous trouvions dans le monde, et quel que soit l’environnement.

 

UXalliance

Notre équipe UX GfK est un membre fondateur de l’UXalliance, le réseau international d'entreprises spécialisées en expérience utilisateur. Avec plus de 500 professionnels spécialisés en expérience utilisateur dans le monde entier, et qui parlent plus de 30 langues, l’UXalliance vous offre un accès à des experts locaux qui disposent d’une connaissance approfondie des marchés locaux.

Pour garantir une cohérence entre les rapports fournis par différents pays, nos partenaires adhèrent à des normes de qualité rigoureuses et à des lignes directrices exclusives. Depuis 2005, nous facilitons les études UX internationales en offrant des économies de coûts et des délais plus courts pour les projets qui impliquent plusieurs pays.

Liens connexes:

UXalliance

UX Masterclass bi-annual conference 

Dernier Insights

Consultez ici nos derniers Insights Experiences Utilisateur (UX). Voir tous les Insights

    • 06/28/17
    • -INDUSTRIES
    • Brand and Customer Experience
    • Market Opportunities and Innovation
    • Shopper
    • Trends and Forecasting
    • User Experience (UX)
    • France
    • French

    Etudes et planning stratégique : audace, pertinence et au delà.

    Dans une interview à Market Research News, Anne Lerner, directrice des Etudes Quali GfK France, partage les enjeux et bénéfices offerts par une approche alliant audace stratégique et ancrage dans la réalité des consommateurs.
    • 05/10/17
    • Brand and Customer Experience
    • User Experience (UX)
    • France
    • French

    Agilité et digital au service des études qualitatives

    A l'occasion de la nomination d'Anne Lerner à la tête du département, découvrez comment l'équipe GfK mobilise les outils digitaux dans le cadre d'études Quali.
    • 10/14/14
    • Financial Services
    • Technology
    • User Experience (UX)
    • France
    • French

    Les montres à l heure du paiement mobile

    Une nouvelle étude du cabinet GfK montre que les consommateurs voient un potentiel dans l’usage des montres connectées pour contenir leurs titres de transport ou comme clés de sécurité pour leurs ordinateurs et comptes en ligne
    • 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.
Vos contact GfK
Shailesh Manga
User Experience
General