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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.
    • 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', {});
    • 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.
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