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User Experience

Kullanıcı Deneyimi (UX)

Tüketiciler, günümüzde, zorlayıcı deneyimlere yönelik vaat yağmuruna tutulmuş durumdadır. Bunlar, karmaşık ve iddialıdır.  Başarılı olmak için, yeni bir ürünün veya hizmetin sezgisel, kullanışlı, ilgi çekici ve beğenilir olması gerekmektedir.  Hatırlanmaya değer kullanıcı deneyimi duygusal olmalıdır. 

GfK'nin Kullanıcı Deneyimi (UX) araştırma ve tasarım uzmanları, müşterilerimizin mevcut veya yeni ürünlere ve hizmetlere yönelik müşteri deneyimleri oluşturmalarına ve bunları geliştirmelerine yardımcı olmaktadırlar.

Müşterilerinizi işin başından itibaren tasarım sürecinin merkezine koyuyor ve başarısız ürün riskini ve lansman sonrası masrafları azaltıyoruz. Ön konsept ve prototiplendirme sürecinden lansman ve lansman sonrası faaliyetlere kadar tüm geliştirme aşamaları ile ilgili kullanıcı istihbarat bilgileri topluyoruz.

Kullanıcı deneyimi bulgularımız, ürün ve hizmetlerinizi en iyi nasıl farklılaştıracağınıza ve mevcut pazar fırsatlarından nasıl yararlanacağınıza dair kesin planlar ortaya koymakta ve gelecekteki ürün ve hizmet tasarımına ait kullanıcı deneyimleri hakkında yol göstermektedir.

Bu sayede, müşterilerimiz ilgi çekici ve anlamlı deneyimler oluşturacak ve kullanıcı uyarlamasını ve müşteri memnuniyetini artıracaklardır. 

Elif Pars
Turkey

UX (Kullanıcı Deneyimi) Laboratuvarları

GfK'nin önemli pazarlardaki özel UX (Kullanıcı Deneyimi) laboratuvarları, araştırma nerede yürütülürse yürütülsün, tutarlılık ve yüksek kalite sağlayacak şekilde tasarlanmıştır. İhtiyaçlarınızı karşılamak için, simüle edilmiş bir acil durum odasından bir oturma odasına kadar çeşitli test senaryolarını gerçekleştirmek ve odak gruplarından bireysel görüşmelere kadar her şeyi uyarlamak için UX (Kullanıcı Deneyimi) laboratuvarlarımızı kullanıyoruz.

Geleneksel laboratuvar ortamı dışında yürütülen kullanıcı deneyimi araştırmaları için, veri toplama işleminin dünyanın herhangi bir yerinde, herhangi bir ortamda yapılmasını sağlayan özel mobil stüdyolardan yararlanıyoruz.

UXalliance (Kullanıcı Deneyimi Birliği)

GfK UX ekibimiz, uluslararası kullanıcı deneyimi ağı olan UXalliance'nin kurucu üyelerindendir. UXalliance, dünyanın dört bir yanında bulunan ve toplu olarak 30'u aşkın dil konuşabilen 500'den fazla UX uzmanı aracılığıyla, yerel piyasalar hakkında kapsamlı bilgilere sahip yerel uzmanlara ulaşmanızı sağlamaktadır.

Raporların ülkeler arasında karşılaştırılabilir olduğundan emin olmak için, ortaklarımız yüksek kalite standartlarına ve özel kurallara bağlı kalmaktadırlar. 2005 yılından bu yana, çok ülkeli projeler için maliyet tasarrufları ve daha kısa zaman çizelgeleri sunarak küresel UX (Kullanıcı Deneyimi) araştırmaları yürütüyoruz.

İlgili bağlantılar:

UXalliance

Altı ayda bir düzenlenen UX (Kullanıcı Deneyimi) Masterclass konferansı

Latest insights

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

    • 08/19/16
    • Technology
    • User Experience (UX)
    • Connected Consumer
    • Global
    • English

    Turning the smart home into a consumer-led revolution

    Connected consumers around the globe have brands wondering what smart product technologies are next in line for mass adoption.  Even though a number of emerging tech trends have enormous potential, the smart home in particular stands out as one that offers endless opportunities for brands.  However, adoption of the technology so far has been slow due to a fragmented and confusing market that consumers don’t fully understand. For the smart home to truly be successful, it must transform from a technology-led revolution to a consumer-led revolution, with partnerships, collaboration and education providing necessary clarity.  But with opportunities in several different categories, where do key players begin?

    Start with what consumers expect

    In order to fulfill consumer expectations for the smart home, manufacturers must start by understanding what those expectations are and how they appeal to consumers.  In our global study of 7,000 consumers in seven markets, we found that a majority of consumers (86%) were aware of the term “smart home”, but most have a relatively limited depth of knowledge on what it actually is. Additionally, appeal for the smart home varies by market and demographic, with millennials and generation Xers in developed countries showing the most potential as early adopters.  And while various smart home categories like security and control, energy and lighting, entertainment and connectivity, etc. have different levels of appeal, around half of consumers globally agree that smart home technology will have an impact on their life in the next few years.

    Focus on the consumer benefits

    When it comes to the smart home though, high awareness isn’t enough for widespread adoption.  In fact, outside of cost, the main barrier for consumers globally, the lack of a cohesive vision or product has blurred the benefits of using the technology. In addition, many consumers have concerns over their personal privacy and whether or not integration between devices will be simple and seamless.  For smart home products and services to work together, collaboration and partnerships must happen within the market, and consumers will need to be educated on the full benefits of living in a smart home.

    Finding smart home success

    The path to success for smart home developers lies in understanding specific market needs, ensuring a seamless user experience through innovative partnerships and collaboration and communicating how the technology will enhance the lives of connected consumers.  With the smart home already appealing to many consumers around the world, technology must no longer be the driving force behind smart home innovation…  it’s now time for consumers to lead the revolution.

    Learn more about the smart home

    Download our whitepaper now
    • 08/17/16
    • Technology
    • Automotive
    • User Experience (UX)
    • Connected Consumer
    • Global
    • English

    Building on Elon Musk’s master plan: Payment systems and the future of automotive

    In a recent Let’s Talk Payments article, I discussed Elon Musk’s recently published Master Plan part 2 that outlines his vision for the future of Tesla, which now includes the acquisition and merger of Solar City. In my article I pointed out the disappointing omission of an in-vehicle payments platform from Musk’s plan. Therefore, I took it upon myself to update Musk’s master plan part 2 to include a necessary fifth item about payments, which many automotive companies are already working on but have yet to fully develop. The new plan looks like this:
    1. Create stunning solar roofs with seamlessly integrated battery storage
    2. Expand the electric vehicle product line to address all major segments
    3. Develop a self-driving capability that is ten times safer than manual via massive fleet learning
    4. Enable your car to make money for you when you aren’t using it
    5. Install an operating system that allows your car to pay for things using a digital wallet

    The need for in-vehicle payment systems

    Connecting the vehicles we drive with our surroundings is universally believed to be the future of the automobile.  The use cases for including a payments platform across passenger vehicles, heavy duty trucks, buses and semis are many; parking, tolls, fuel/charging, maintenance, car washes, the drive-through and even for use by an advanced digital assistant to help with booking reservations, hotels, etc.  Thus alleviating the need to find and locate a credit or debit card and read the numbers over the phone which would in-turn make vehicles safer. With the inclusion of the sharing economy as #4 on Musk’s to-do list, coupled with the fact that Musk’s fleet of solar electric vehicles will be autonomous, e.g. self-driving, this leaves plenty of opportunity to plan, shop and make purchases while in route. And with the rest of the automotive world including Ford, Honda, Mercedes and potentially Apple working on autonomous and electric cars, wouldn’t a seamless payments capability be a differentiator for Tesla’s vehicle; further increasing Musk’s lead from the pack of other automakers?

    Making auto-based payments invaluable

    To make an in-vehicle payment system superior and encourage usage over an app on a phone, the user experience must be superior.  Integrating customer needs with functionality and simplicity that trumps mobile app usage will go a long way to making the vehicle the payment method of choice among consumers. And although Musk shuns market research, these types of design and usability preferences can be easily determined through a well-designed user experience research program. The value proposition of including an in-vehicle payments platform may be lost on consumers today, but in the future it will be a table stake, much like cruise control and blue tooth capability. By getting there first, Musk could dominate and create yet another competitive advantage for Tesla. Whether or not Musk finds a payments platform too detailed for inclusion in his master plan is yet to be seen, I’m still waiting to hear back from him. Tim Spenny is Senior Vice President on the Financial Services team at GfK. He can be reached at tim.spenny@gfk.com.

    Learn about mobile payment adoption

    Download our whitepaper now
    • 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.
Your GfK Contact
Elif Pars
Turkey