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User Experience

User Experience (UX)

Today’s consumer is bombarded with promises for compelling experiences. They are sophisticated and demanding.  To be successful, a new product or service needs to be intuitive, usable, engaging and desirable.  The user experience needs to be emotional in order to be memorable.  

GfK’s User Experience (UX) research and design experts help our clients create and improve customer experiences for existing or new products and services.

We bring your customers into the heart of the design process from the start; reducing the risk of failed products and costly post-launch changes. We project user insights into all stages of development, from early concepts and prototyping through launch and post-launch activity.

Our user experience findings reveal definitive plans on how to best differentiate your products and services, capitalize on current market opportunities, and guide the UX of future product and service design.

As a result our clients create experiences that are engaging and meaningful; driving user adoption and customer satisfaction. 

Shailesh Manga
User Experience

UX Labs

GfK’s custom-built UX laboratories across multiple key markets are standardized to ensure consistency and high quality, no matter where the research is conducted. We use our UX labs to host test scenarios to meet any need – from a simulated emergency room to a living room environment – and accommodate everything from focus groups to individual interviews. 

For user experience research outside the traditional laboratory environment, we have unmatched mobile studios that allow data-gathering to occur anywhere in the world, in any setting.

Read more about our UX labs

UXalliance

Our GfK UX team is a founding member of UXalliance, the international user experience network. With more than 500 UX professionals worldwide who speak 30-plus languages combined, the UXalliance gives you access to local experts with deep knowledge of local markets.

To ensure reports are comparable across countries, our partners adhere to strict quality standards and proprietary guidelines. And we have been making global UX research easy since 2005 by offering cost-savings and shorter timelines for multi-country projects.

Related Links:

UXalliance

UX Masterclass bi-annual conference 

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Latest insights

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

    • 06/28/16
    • Financial Services
    • User Experience (UX)
    • Global
    • English

    Continuous user testing – guarantor of long-running success in the software market

    This video outlines the successful collaboration between GfK and DATEV on more than 150 user experience projects for DATEV's software.
    • 06/28/16
    • Automotive
    • User Experience (UX)
    • Global
    • English

    Testing the vehicle interfaces of tomorrow

    We help a European automaker conduct user experience and usability research for its navigation and infotainment systems.
    • 06/14/16
    • Consumer Goods
    • User Experience (UX)
    • Global
    • English

    Living together: What happens when you invite a product home

    The difference between buying a product and then actually living with it is a bit like choosing a flatmate. Your first choice might automatically be the person you have most fun with: the one who makes you laugh and who’s always up for an adventure. But is that always the right decision? When it comes to co-existing seven days a week, wouldn’t you be better off with somebody a little quieter – someone who’s happy to share the chores and understands the occasional need for a night in front of the TV? Similarly, do you want to live with the product whose packaging is designed for one thing only – to silently shout at you from a crowded supermarket shelf, ‘buy me, buy me, take me home’?

    From salesman to companion: A product’s transformation

    The reality is that packaging only operates as the ‘silent salesman’ it’s designed to be for 1% of your relationship. Then it morphs into the ‘silent companion’ you have to live with. The toothpaste you see every morning and evening. The shampoo in your shower, sharing intimate moments with you. The coffee in your cupboard. These and countless other touchpoints have at least as much influence on brand equity and esteem as the few seconds we tend to spend with a product in an aisle. Far more, in all probability, as they are there to share the minutiae of our lives (often in ways that you wouldn’t dream of sharing with your flatmate…).

    The first moment of truth: A dangerous obsession?

    The reality is, however, that many marketers remain obsessed with that fleeting but still vitally important first moment of truth (FMOT). As a result, they remain oblivious to packaging’s potential for enriching and deepening the brand-relationship, and enhancing the value that people get out of the product.

    Thought and investment: Adding brand personality

    It’s an occasion to savor when we do see products that clearly have benefited from some proper thought and investment. Package shapes that amuse – think children’s drink cartons that waddle like penguins.   Packaging designed by Mats Ottdal. See more innovative package designs. Even bar codes can add to the brand personality – a notable example we’ve seen is a panda’s head peering out from behind a bar code ‘fence’. In another, a couple of stickmen are helping each other up a barcode ‘cliff’. Very clever stuff.  It takes quite a lot to make me want to share a barcode with a friend, but both of these did. In doing so, not only has the brand reached a new customer but the experience they had was one endorsed with a personal touch.

    Not stuck on the shelf: Differentiation from competitors

    These examples represent part of a genuinely new and powerful way of looking at packaging beyond the in-store shelf. Packaging that creates and supports a consistent, potent user experience that does everything good brand communication can ever do. It properly conveys positioning and personality. It builds good will. And it creates clear and meaningful differentiation from its competitors. Much like the perfect flatmate, it might even understand if you just want to watch TV. But don’t expect it to help with the washing up. Bill Rodi is the Vice President of Consulting at GfK. Please email bill.rodi@gfk.com to share your thoughts.

    Interested to find out more about packaging?

    Join our webinar ‘Embracing the future of packaging’ on the 23rd June at 10.30am (GMT).

    Register Now
    • 06/09/16
    • Press
    • Technology
    • Consumer Goods
    • Retail Analytics
    • User Experience (UX)
    • Global
    • English

    GfK Awards Annual NextGen Prize to Undergraduates Studying Millennials, Mobile Apps, and Quick-Serve Restaurants

    A team of four students from Aurora University has won GfK’s fifth annual Next Generation (“NextGen”) Competition, which gives undergraduates firsthand experience in designing and executing market research projects.
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Shailesh Manga
User Experience
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