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User Experience

用户体验 (UX)

消费者往往被承诺将获得令人难忘的体验。而如今的消费者总是眼光独到并不断提出需求。一种新的产品或服务想要取得成功,需直观、实用、吸引人并令人满意。而富有情感因素的用户体验往往能令人难忘。 

GfK用户体验 (UX) 研究和设计专家帮助我们的客户针对现有的或新的产品与服务创造客户体验并将其完善。

我们从一开始就将您的顾客置于设计过程的核心,做到降低风险,防止出现由于产品失败及发布后的昂贵更改所带来的风险。我们将用户洞察贯穿于发展的各个阶段,从早期概念及原型到发布及发布后活动。

我们的用户体验研究结果提供明确规划,阐释如何能最好地使您的产品和服务差异化,并能把握当前的市场,通过未来的产品和服务设计进行用户体验(UX)引导。

由此,我们的客户能够创造出吸引人并且有意义的体验,从而提高用户接受度和顾客满意度。

Maffee Wan
China

用户体验 (UX) 实验室

GfK定制用户体验(UX)实验室涉及多个主要市场,不仅实现标准化管理,并且无论在何处进行研究都能确保其成效的一致性和高品质。我们使用用户体验(UX)实验室运行测试场景方案以满足各项需求,包括模拟急诊室、起居室环境等,从群组深访到个人访谈均可实现。

对于在传统实验室环境之外的用户体验研究,我们拥有无可比拟的移动工作室,能在世界上任何地方、任何环境中收集数据。

用户体验联盟 (UXalliance)

我们的用户体验团队是国际用户体验合作联盟UXalliance的创办成员。该联盟有着来自世界各地的超过 500 位用户体验专业人员,他们涵盖30多种语言。用户体验联盟 (UXalliance) 使您能够接触到对本地市场有着深入了解的当地专家。

为了确保不同国家之间报告的可比性,我们的合作伙伴坚持严格的质量标准和专有的指导方针。自 2005 年以来,我们一直在进行全球用户体验 (UX) 研究,有能力在多国项目中实现节省成本及缩短时间期限。

相关链接:

用户体验联盟 (UXalliance)

UX Masterclass 双年会

研究洞察

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

    • 05/25/17
    • User Experience (UX)
    • Global
    • English

    Consumer attitudes around materialism present opportunities for brands

    According to the results just released from our online international survey, three out of ten people (31%) answered firmly that they “would rather have more time than more money”.  In comparison, only one out of ten respondents (9%) disagreed with the same statement. The survey also asked how strongly its participants agree that “experiences are more important than possessions”, with over ten times as many people firmly agreeing rather than disagreeing.

    Breaking down the results by country, income and age

    Those in China (41%), Brazil (37%) and Argentina (32%) ranked the highest, respectively, for their strong preference for more time over more money. Mexico (57%), Argentina (53%) and the United States (53%) ranked the highest in firmly agreeing that experiences are more important than possessions. Income played a minor role in the response variances, with higher income households valuing time and experiences slightly more than lower income households, but not to a significant extent. Survey respondents aged over 60 were more split in their answers, with 19% preferring “more time to more money” and 13% preferring the opposite.  Those in their twenties and thirties value time over money the most, at 36% agreement vs. 7% who disagree.

    What it means for brands

    These findings clearly demonstrate that there are strong opportunities for brands that can associate themselves in the minds of consumers with giving quality time back to their lives, or by simplifying and quickening their daily tasks. Brands can also differentiate themselves from competitors by identifying ways to turn their purchase process into more of an experience for the consumer.

    About the study

    *All the data presented in this blog represents the top 2 boxes (agreement) and bottom 2 boxes (disagreement) from on a 7-point scale where “1” means “disagree strongly” and “7” means “agree strongly.” GfK conducted the online survey with over 22,000 consumers aged 15 or older across 17 countries. Fieldwork was completed in summer 2016. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market. The global average given in this release is weighted based on the size of each country proportional to the other countries. Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA. hbspt.cta.load(2405078, 'a306f888-d631-48d8-8c27-694eed885a0f', {});
    • 04/20/17
    • Travel and Hospitality
    • User Experience (UX)
    • Global
    • English

    Improving the user experience of a ticket machine interface

    We aimed to improve the user experience of Deutsche Bahn’s touchscreen user interface for customers, thereby improving the ticket- buying experience.
    • 04/06/17
    • User Experience (UX)
    • UX Design
    • UX Measurement
    • UX Strategy
    • Global
    • English

    GfK hosts 12th User Experience (UX) Masterclass in China

    GfK, in partnership with the UXalliance, will host the 12th User Experience (UX) Masterclass at the InterContinental Puxi in Shanghai on April 20.
    • 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', {});
GfK研究人员
Maffee Wan
China
General