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User Experience (UX)

O consumidor de hoje é bombardeado por promessas de experiências convincentes. Elas são sofisticadas e agressivas. Para ser bem-sucedido, um novo produto ou serviço precisa ser intuitivo, útil, envolvente e desejável.  A experiência do usuário precisa ser emocionante para ser memorável. 

Nossa pesquisa de User Experience (UX) e nossos especialistas ajudam nossos clientes a criarem e aprimorarem as experiências de cliente para produtos e serviços, existentes e novos.

Trazemos nossos clientes para o centro do processo de criação, desde o início; reduzindo o risco de produtos defeituosos e mudanças dispendiosas após o lançamento. Protegemos os insights do usuário em todas as etapas de desenvolvimento, desde os conceitos iniciais e criação de protótipo, até o lançamento e atividade pós-lançamento.

Os resultados da nossa pesquisa de User Experience (UX) revelam planos definitivos sobre como obter melhor diferenciação de seus produtos e serviços, capitalizar as oportunidades do mercado atual e orientar a experiência do usuário de produto futuro e projeto de serviço.

Como resultado, nossos clientes criam experiências envolventes e significativas, resultando na adoção do usuário e satisfação do cliente. 

Laboratórios UX

Os laboratórios de User Experience (UX) foram construídos de forma personalizada pela GfK nos principais e variados mercados, e são padronizados para garantir consistência e alta qualidade, não importando onde a pesquisa seja conduzida. Usamos nossos laboratórios de UX para hospedar cenários de teste, a fim de atender quaisquer necessidades – desde uma sala de emergência simulada até um ambiente de sala de estar – e acomodar todos, desde grupos concentrados, até entrevistas individuais.

Para pesquisa UX fora do ambiente do laboratório tradicional, temos estúdios móveis inigualáveis que permitem que a coleta de dados seja feita em qualquer parte do mundo, sob quaisquer condições.

Aliança UX

Nossa equipe de UX da GfK é membro fundador da UXalliance, a rede de experiência de usuário internacional. Com mais de 500 profissionais de UX em todo o mundo, que falam mais de 30 idiomas, a UXalliance oferece a você acesso aos especialistas locais com profundo conhecimento dos mercados locais.

Para assegurar relatórios comparáveis entre os países, nossos parceiros aderem aos rigorosos padrões de qualidade e normas de propriedade. Estamos estabelecidos com pesquisa de UX global desde 2005, oferecendo economias e prazos reduzidos para projetos de vários países.

Links relacionados:

UXalliance

Conferência semestral da UX Masterclass

Últimos Insights

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

    • 10/10/16
    • Health
    • Consumer Health
    • Health Technology
    • User Experience (UX)
    • Brazil
    • Portuguese (Brazil)

    Práticas recomendadas para testar medical devices e inovar

    Descubra como o entendimento da experiência de uso pode aumentar a sua taxa de sucesso
    • 03/09/17
    • Automotive
    • User Experience (UX)
    • 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', {});
    • 01/06/17
    • Consumer Goods
    • User Experience (UX)
    • Connected Consumer
    • Global
    • English

    3 usability tips every appliance manufacturer should consider

    The household appliance industry has been particularly impacted by rapid-evolving technology and Connected Consumer innovations. Our user experience (UX) researchers and designers are fortunate to see and test many cool-looking prototypes that integrate these innovations before they hit the market. While we draw some of our insights from UX best practices and years of experience in UX design of appliances, having a set of benchmarks in our arsenal makes recommendations that much more powerful.

    Measuring UX in household appliance research

    We have integrated a UX measurement tool in household appliance research over several years resulting in a robust benchmark database. A scientifically-validated tool, the UX Score offers holistic insight by combining pragmatic usability aspects (learnability, operability) with hedonic qualities such as usefulness (identification, stimulation) and look and feel; this results in a score that can be compared to competitor products, different versions of the product, or, in the case of household appliances, benchmarked for the category. Our database includes years of global research covering diverse product categories from cooktops to freezers.

    Diving deeper into the individual dimensions of the UX Score

    While the overall benchmark UX Score for household appliances indicates a good user experience through its relatively high value (about 5 on a scale from 1=low  to 6=high), researchers are likely familiar with the following situation: A consumer is excited about a new idea and design, but once they attempt to use it, the disappointment surfaces. So we must dive deeper into the individual dimensions of the UX Score. Here we see the mean benchmark values by dimension for the UX Score of household appliances. Mean benchmark values of each dimension including overall benchmark (orange line) for household appliances In the “inspiration” and “look and feel” dimensions, we see high benchmark values compared to the overall benchmark line. This is fostered by continuous innovations through new functionalities that show a stimulating effect on the product experience as well as the high-quality impression. The more pragmatic “operability” dimension represents the lowest value by comparison. The location of features and information do not conform to consumer expectations. The “learnability” dimension value is also reduced – a catchy and intuitive usage of household appliances is limited.

    How to improve the user experience for household appliances

    Based on this benchmark data and UX best practices, we have established three tips for household appliance manufacturers to improve the user experience of their products:
    • Define functions and interaction design before constructing the physical interface.
      Thereby you can perfectly place functions exactly where users expect them to be. This works much better than placing the function anywhere and then trying to explain it with an icon.
    • Involve hardware designers as early as possible in the concept development process.
      Designers and hardware experts should work together as early as possible in the concept development and testing process. This will ensure the pragmatic, as well as, hedonic aspects will gain attention.
    • Opportunity of thin-film transistor (TFT) displays should not be overstrained – avoid abundance of functions.
      TFTs offer a great opportunity to explain functions. Although consumers are very familiar with the interactions via touch, too many gimmicks lead to confusion and disorientation. If no TFT is available it becomes even more essential to focus only on the most relevant functionalities. Self-explanatory icons should be found for other functions, which are then tested as early as possible (see point 1).
    As household appliance innovations continue to evolve, the strengths (hedonic qualities) seem to be well-considered. To address the category weaknesses like operability and learnability, appliance manufacturers should apply a holistic user experience design process to keep classic usability aspects top of mind. Lena Tetzlaff is a User Experience Consultant at GfK. Please email lena.tetzlaff@gfk.com to share your thoughts.
    • 12/14/16
    • Technology
    • User Experience (UX)
    • Connected Consumer
    • Global
    • English

    The secret to a “killer device” that keeps users locked into your ecosystem

    The world of consumer technology has steadily moved toward an ecosystem model over the last few years; whereby a single manufacturer has created an interconnected set of devices touching upon several facets of a consumer’s life, from communication to entertainment to housework. For manufacturers of these devices, the stakes are higher than they’ve ever been. If a manufacturer is able to lock in a consumer with one device, for example a smartphone, they have the potential to influence a myriad of future purchases, from wearables, TVs, and laptops, to big-ticket items, like home appliances, home automation systems, and even vehicles.

    Generating loyalty through device ecosystems

    The further you dive into a particular device ecosystem, the harder it is to switch to something else. For example, if someone purchases an Android phone and later finds themselves in the market for a smartwatch, they’ll logically opt for an Android Wear watch. Once it’s time to purchase a new car, they might then decide on a car with Android Auto to get the most out of the connected features of both their phone and car. Then when it’s a year later and it’s time to upgrade to the latest and greatest smartphone, the most logical route is to get another Android phone since it’s guaranteed to still be compatible with their watch and car. This is why it is so important to have a well thought out and engaging device to grab users’ attention and lock them in early.

    Developing the “killer device” that keeps users coming back

    The phrase from a few years ago was “killer app” to describe that one great app that encouraged people to buy a given smartphone. In the age of the device ecosystem, it’s the “killer device” – that one perfect device that draws people in and (hopefully) generates the loyalty needed to keep users coming back to the same manufacturer for all of their other devices. Creating that killer device is no easy feat and is often the end-result of lots of planning and hitting the market at just the right time. Part of this planning though is ensuring that the device is not only easy to use but fun to use, and this is where user testing becomes so important. Because the difference between a good user experience and a great user experience can mean the difference between a consumer buying a manufacturer’s product once and moving on and a consumer buying a product and becoming locked in as a customer for life. Ryan Carney is a Senior Lead UX Specialist at GfK. To share your thoughts, please email Ryan.Carney@gfk.com.

    Design a "killer device" that keeps Connected Consumers locked in

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