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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.
    • 08/28/18
    • Technology
    • User Experience (UX)
    • Global
    • English

    Performance matters: discerning consumers favour high-end features

    With customers becoming increasingly conscious about the performance of their devices, a trend towards high-end feature specifications is observable in smartphones, consumer electronics devices, home appliances and IT equipment.

    Why performance matters?

    On the consumer side, the expectation for rich experiences on their devices is growing. Share of respondents who strongly agree with “I value experiences more than possessions.” in the latest Consumer Life study increased to 45%. Processing-hungry applications are emerging and put pressure on the performance capabilities of the devices. These capabilities are becoming crucial for the seamless usage of the applications.

    HDR & OLED are on the rise

    4K resolution, bigger and better screens, superior front and rear cameras are a few of the key characteristics for a mobile device. 50”+ TV sets stood for 50% of the sales value in the first half of 2018 and grew significantly. The main technological advancements here are HDR & OLED, which are currently on the rise. The PC markets follow a similar trend to high performance, which is reflected, among others, in the growing value share of performance processors, 8+ GB RAM, solid state drives and full HD displays. Within in major domestic appliances big is beautiful. Capacity is the key-word that drives all major markets. This translates into increasingly larger loading capacities in washing machines, taller and wider refrigerators, as well as more spacious oven cavities. Consumers perceive high performance products as a long-term investment with a long lifecycle, which does not outdate too quickly. The buyers associate these devices with superior experiences and higher quality.

    Manufacturers are constantly on the rush

    On the industry side, manufacturers are constantly on the rush for the ‘next big thing’ and operate in a fierce competitive environment. High-performing products demonstrate their ability to innovate and generate more awareness for the brand. In times of decreasing margins, high-end products can act as turnover stabilizer, especially in volatile markets. This blog has been written by the Strategic Insights team. You can learn more about the trends driving innovation, check out our other insights. hbspt.cta.load(2405078, 'f2857070-049d-4139-928b-c582706eec45', {});  
    • 12/05/17
    • Financial Services
    • User Experience (UX)
    • Global
    • English

    6 design principles for a better FinTech user experience

    The pace of technology has transformed our lives in recent years. Finance is no exception. What used to be a question of “cash or credit” has given way to myriad choice. Pay for your groceries with Apple Pay or Google Wallet? Split the check with friends via cash, Venmo, Paypal, or Chase Pay? Invest with Fidelity or through an online platform such as Wealthfront? With so many options, users, especially those in the coveted 18-35 demographic demand a great experience in exchange for their loyalty. But older users should not be ignored – they have come to expect a level of professionalism and personalization from their offline bankers and financial service providers. This should carry through online. As a user experience researcher I’ve seen how providing an enjoyable, seamless experience based on a solid customer understanding leads to successful products in this marketplace. Here are some principles financial companies should keep in mind as they look to stay ahead among the ever evolving outlets for people to spend, save and exchange money.

    Technology should enable solutions that make people’s lives easier

    With a straightforward interface and easy to understand investment philosophy, Betterment has transformed the process of setting and investing in long terms goals from what can often feel overwhelming, murky, or confusing to a relatively transparent and achievable experience. How? By creating an online investment platform that combines a straightforward interface with an easy to understand investment philosophy. They’ve also used technology to enhance things internally, by weaving it into their back-end process. Betterment uses artificial intelligence to match customers’ paper checks with their accounts. By automating a formerly tedious task, they have freed their employees to do more interesting and challenging work. Think of technology as a tool to solve a problem (e.g., make investing easier), not the answer itself.

    Context is key

    Where will your app be used? Are users excited about saving for a big purchase or nervous about paying their bills? What other apps is it competing with on their phone? Across studies, users have told us that limited memory makes their phone’s home screen valuable real estate. A mobile payment app might check all of the usability boxes in testing, but if it doesn’t integrate well with your user’s favorite shopping apps or sites, it won’t add value, and will likely be deleted.

    Understand mental models

    Understanding current conventions and learning about what else your customers use and like enables you to incorporate common design patterns that make it easy for a first time user to have a seamless experience. Most people have at least one, if not multiple banking and payment apps. These inform expectations and habits for new apps which means that if you’re trying out a cool new design pattern, you’ll need to soften the learning curve with pointers on how it works. hbspt.cta.load(2405078, 'e8c45c3f-4ef7-4c3c-aff6-b1040cd0c639', {});

    Enable customers to control the interaction

    In conducting financial research, we often hear users say that they wouldn’t sign up for a financial product via mobile phone. Their perception is that financial tasks require the security and larger screen of a computer. Address this by enabling customers to begin a process on their mobile phones, when and where it is convenient, and then save progress for later completion on a larger screen. This gives users control and adds a sense of security and assurance.

    Make it intuitive

    Finance can be a difficult subject – the best sites use straightforward language to clearly explain new processes or topics without dumbing it down. Embed help links for uncommon terms make sure terms and conditions are easy to access and understand. Enable users to intuitively understand what they are being asked to do and to quickly find needed information with a clean, uncluttered design.

    But include some friction

    Somewhat unique to FinTech is the need for friction. For example, Betterment doesn’t make it especially easy to check your portfolio every day (even though some people want to) because it is better for financial health to only check periodically with a focus on the end goal. To this end, they have simple visual interface focused on progress towards a goal. We’ve watched participants spend 30 minutes struggling to link their bank account to their credit card and set up a unique password, then tell us they wouldn’t change a thing. They loved how secure the somewhat complicated process felt. Users need to trust that their information and money are in secure hands.

    User focus throughout the development process

    Successful FinTech gives users a better way to do something that might formerly have been difficult, tedious, or met with a sense of dread. It provides sense of security and control within the app that translates to feeling in control of their finances. To stand out and build loyalty in an increasingly crowded market, companies should incorporate a user focus throughout the development process. By talking to users to understand what they want and need, building products that enable customers to achieve their goals, and finally, talking to them again, watching them play with your app or experience the service and listening to their feedback, you’ll be on your way to delivering a product that wins hearts, minds, and importantly, repeat users. Amanda Weller is a Senior Lead of User Experience at GfK. To share your thoughts, email Amanda.weller@gfk.com or leave a comment below. hbspt.cta.load(2405078, 'e8c45c3f-4ef7-4c3c-aff6-b1040cd0c639', {});
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