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Používateľské skúsenosti (UX)

Dnešný spotrebiteľ je pod neutíchajúcou paľbou sľubov, ktoré ponúkajú presvedčivé a atraktívne zákaznícke skúsenosti a zážitky. Ten istý spotrebiteľ je však zároveň sofistikovaný a náročný. Aby nový produkt alebo služba uspeli, musia byť intuitívne, ľahko použiteľné, zaujímavé, atraktívne a žiadané. Používateľská skúsenosť s nimi musí vytvárať emócie, aby bola dostatočne zapamätateľná. 

Experti GfK v oblasti prieskumu a vývoja používateľských skúseností (UX) pomáhajú našim klientom vytvárať a zdokonaľovať skúsenosti a zážitky ich zakaznikov, či už z hľadiska existujúcich alebo nových produktov a služieb.

Vaši zákazníci sa už od počiatočnej fázy ocitnú v centre celého procesu vývinu nových skúseností, čím znížime riziko zlyhania produktov a nákladné zmeny po ich uvedení na trh. Navrhneme a vyvinieme používateľské insighty pre všetky fázy vývoja, počnúc rannými konceptmi a prototypmi, cez samotné uvedenie na trh, ako aj činnosti nasledujúce po ňom.

Naše zistenia v oblasti používateľských skúseností odhaľujú finálne plány ako najlepšie odlíšiť vaše produkty a služby, plne využiť príležitosti, ktoré v danom momente ponúka trh. Budú vás aktívne sprevádzať celým procesom tvorby a vývoja UX nových produktov a služieb.

Na základe toho dokážu naši klienti vytvoriť skúsenosti, ktoré sú atraktívne a zmysluplné, podporujú proces osvojenia si produktu, či služby spotrebiteľmi, ako aj spokojnosť zakaznikov.

UX Labs

GfK na viacerých kľúčových trhoch vybudovala na mieru upravené UX laboratóriá, ktoré sú zároveň štandardizované, aby dokázali zabezpečiť konzistentne vysokú úroveň kvality bez ohľadu na miesto konania samotného prieskumu. UX laboratóriá využívame ako základňu pre aplikáciu skúšobných scenárov na splnenie akýchkoľvek špecifických potrieb – počnúc simuláciou urgentného príjmu v nemocnici až po prostredie obývačky v domácnosti – a tiež pre aplikáciu ľubovoľných nástrojov v prieskume trhu od skupinových diskusií až po osobné rozhovory.

Pre prieskum používateľských skúseností mimo tradičného laboratórneho prostredia máme k dispozícii jedinečné mobilné štúdiá, ktoré umožňujú zber dát na akomkoľvek mieste na svete a v ľubovoľnom prostredí.

UXalliance

UX tím spoločnosti GfK patrí medzi zakladajúcich členov UXalliance, medzinárodnej siete spoločností pracujúcich v oblasti používateľských skúseností. S viac než 500 odborníkmi na oblasť UX, ktorí spolu hovoria viac než 30 jazykmi vám UXalliance poskytuje prístup k lokálnym expertom s hĺbkovými znalosťami miestnych trhov.

Aby sme zabezpečili, že správy z jednotlivých krajín budú porovnateľné, naši partneri dodržiavajú prísne štandardy kvality a naše vlastné interné smernice. Globálnemu prieskumu používateľských skúseností sa venujeme už od roku 2005 a pri projektoch zahŕňajúcich viacero krajín ponúkame úspory v nákladoch, ako aj kratšie termíny dodania.

Súvisiace odkazy:

UXalliance

Medzinárodná konferencia UX Masterclass organizovaná každé 2 roky

Posledné aktuality

Pozrite sa na naše posledné aktuality z používateľských skúseností UX. Zobraziť všetky aktuality

    • 11/23/15
    • Technology
    • User Experience (UX)
    • Slovakia
    • Slovak

    Q3 2015: Mierny rast na trhu technického spotrebného tovaru

    Výsledky GfK TEMAX® Slovensko za tretí kvartál 2015
    • 04/14/15
    • User Experience (UX)
    • Slovakia
    • Slovak

    GfK Neuromarketing – kombinácia 5 metód prináša exotické, avšak dostupné ovocie

    GfK dlho hľadalo spôsob merania emočného zážitku pomocou neuromarketingu.
    • 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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