The key to building strong customer loyalty while meeting your business goals is forming a deep understanding of how customers want to use your site or application to accomplish their tasks. It may sound simple, but it requires a thorough knowledge of what motivates a customer’s behavior.
This is particularly true when it comes to complex websites and applications.
Designing a Research Strategy
Utilizing the depth of our experience, we often combine a variety of research methodologies as a strategy to uncover how your customers think as they use your products. In addition to usability testing, our research methodologies include:
- Field studies such as ethnographic research and observational interviews
- Facilitated workshops
- Card sort activities
- Deep dive analytics research
- Heat maps
We determine the best approach to meet your goals and then translate our findings into detailed and actionable recommendations that inform internal teams from task and workflow analysis to user profiles and personas.
User Research Leads to Success
The best way to understand your customers is to solicit their input – from initial project discovery all the way through to post-launch. It takes some investment do this, but the payoff far exceeds the cost in time and budget. Research shows that when there are at least four customer feedback points during the design process, it significantly increases web and app metrics.
In our experience, we find each customer touch point uncovers an issue that, no matter how small, can make the difference between a customer and a customer advocate.