Successfully Managing Customer Experience Combining VoC and UX Testing


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Successfully Managing Customer Experience Combining VoC and UX Testing

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  • Alfonso speak.
  • In each study or test you do, research design is of highest importance! It is important to match your methods to your question of interest – select the right tool for the job. The interpretability of your findings depends on the methods you’ve used to answer your questions (and this depends on how you’ve chosen your variables…and how you’ve operationalized them).It is likely that in your organization many metrics are captured from the web experience, data is collected from customer satisfaction surveys across multiple teams, UX & usability studies gather data – you may even have a passive or active tool collecting customer feedback on your website. There are also other places to look in an organization for data that may inform your question of interest – customer service, for example. These can be used as indicators
  • “…and iterate” should mean our model is recursive – providing constant feedback and new insights on our customers, from various data sources.Each time we test our customers, get feedback from our customers, survey our customers, we should add the insights gleaned from these occasions to our body of knowledge. It is very important that our insights rest on solid foundations.
  • Overall, we should strive to understand the CX. Currently, this is measured through VOC &/or User Testing of products (usability testing).Voice Of Customer – Really just the customer perspective = User feedback on their emotional, cognitive perspective related to your brand, product, or interaction.User Experience Testing: How we (from an investigator’s standpoint) view users’ engagement with product (ie: successful, intuitive, difficult) – this may not match with the customer’s perspective.Combined, we can make inferences about the overall Customer Experience.
  • Successfully Managing Customer Experience Combining VoC and UX Testing

    1. 1. Agenda WEBINAR: Successfully Managing Customer Experience Combining VOC & UX Testing A Case Study
    2. 2. Meet Our Speakers Sarah Foregger, Ph.D. Alfonso de la Nuez Consumer Insights & Usability Analyst Co-Founder & Co-CEO UserZoom
    3. 3. Quick Housekeeping • Chat box is available if you have any questions • There will be time for Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #uzwebinar
    4. 4. Agenda for today 1. Introductions 2. A Multi-method Approach to Understanding the Customer Experience 3. Customer Insight & Testing 4. Case Study 5. Q&A
    5. 5. About UserZoom  We provide a cloud-based, all-in-one online research software platform for companies to cost-effectively manage their customer‟s experiences across desktop and mobile channels.  Offer online or remote user research & testing solutions, saving UXers time, money, effort, and a lot of actionable insights  UX Consultants since ‟01, SaaS since „09  In Sunnyvale (CA) Manchester (UK), Munich (DE) and Barcelona (Spain)
    6. 6. Agenda A Multi-method Approach to Understanding the Customer Experience Sarah Foregger, Ph.D. - Consumer Insights & Usability Analyst
    7. 7. About the Company  BioTech in California − Supplier of products & services to researchers & clinicians in the life sciences & related fields. − Over 50k products used globally.  Website attracts visitors looking for scientific & technical information, training, research, as well as product purchases. − Variety of use cases. − Products could be categorized differently by end users in different markets.
    8. 8. Customer Insights & Testing Usability & Customer Insights Analysis: − Work closely with stakeholders, designers, content specialists, IT − Data collected impacts design choices and functionalities. Design Customer Insights Usability Testing (….& iterate)
    9. 9. Customers as our Population of Interest. We seek to understand a specific population – our customers.
    10. 10. Customers as our Population of Interest. Each piece of information gathered is an opportunity to know more and gain a greater understanding. - Customer Insights Marketing - Usability Testing User Research
    11. 11. Quality Research Design = Quality Results Research design is extremely important. It is important to match your methods to your question. …operationalize your variables well …& pick the right tool to collect the information. Quantitative Qualitative Multimethod Concept Loyalty Variable Customer feedback from listening tool NPS score Functionality Satisfaction Cust Service call volume # repeat visitors to site Time to find object Success Rate Open-ended feedback Indicators of variable
    12. 12. So, “…& iterate” “…and iterate” should mean our model is a process - providing constant feedback and new insights on our customers, from various data sources. CX Customer Feedback Market Research Design Design Research Usability Testing Digital Metrics
    13. 13. Example: Ideal Process, Digital Product Development Research Question Information Gathering (or hypotheses) “How do customers currently behave?” “What do customers need?” D A T A Usability Testing Low-Fidelity Prototypes Data + Business Req‟s + Content User Research D A T A IxD, UX Strategy IxD, UX Strategy, Content High-Fidelity Prototypes Usability Testing LAUNCH! Post-Launch Analysis D A T A Customer Feedback D A T A D A T A Development, Production Body of Knowledge on our Customers
    14. 14. Ideally… • Utilize knowledge gained from all customer testing. – Testing generates feedback on product functionality beyond question at hand as well as insights on customer behavior. • Distribute knowledge to relevant product teams. • Continually refine understanding of user mental models and customer needs. – Including reevaluating and refining personas and use cases. • Compile knowledge gained from all user testing. – What do we know so far… and… • how can this information be shared so it can be used in future product development or refinement? • What can we infer about our customer experience?
    15. 15. Summary 1. You are missing out on valuable information if you aren‟t combining your VOC/Customer Insights and UX data. 2. View the study of your CX as a „program of research‟ in which the multiple studies you run across the org build a body of knowledge.  This knowledge will generate more hypotheses for testing, including more product concepts.
    16. 16. Case Study: Website Restructure Goal is to improve the customer experience on the website. Through:  Implementing a cohesive style across all pages  Reorganizing product portfolio in a manner that fit mental model of the major markets  Improving navigation through IA & content choices  Unveiling new homepage visual design.
    17. 17. Test Designs Old Design (A) Proposed New Design (B)
    18. 18. Test Designs • • • • • Will this improve the customer experience? Is it usable? Is it intuitive? Does the categorization resonate? CAN CUSTOMERS FIND THINGS?! “Where is that darn DNA?”
    19. 19. Challenges Collecting usability data from customers in different regions... …With limited time and in different languages…. …and a need for a larger sample size.
    20. 20. UserZoom: Remote Unmoderated Usability Testing • • • • Translation of stock instructions across languages Could run multiple studies concurrently across regions Could record user’s task based sessions for replay. Logic allowed for piping different customers through. – We had 6 different markets customers could identify with; each market got a different set of randomized items following initial questionnaire*. • Study was a pop-up temporary add-on, rather than coded into site. • Also offered tree testing, card sorting, heat maps & click stream data (and a really friendly, quick-to-answer help team). *See appendix for survey design
    21. 21. Data Collected Really Awesome Video (by task) Click Streams by Task Heat Maps (by task & one-click) Also: - self-report survey items - open-ended task feedback - success/fail metrics
    22. 22. Appendix • Survey Design (participant flow) • Problem solving: collecting the task heat map
    23. 23. Survey Design Enter (welcome) Initial Questionnaire Needs logic to send to correct set based on answer. Q3 Set 1 – A Set 6 – F Group 1 Group 2 Group 1 Group7 Set 2 – B Set 5 – E Group 1 Group 3 Group 1 Group 6 Set 3 -C Group 1 Group 4 Set 4 – D Group 1 Group 5 Q3: What does your lab focus on most in its research? Agriculture Bioprocessing Food Safety Genomics Pathology Cell Biology Neuroscience Immunology Forensics Bioproduction Plant Research Molecular Biology Cancer Research Biofuels Clinical Diagnostics Molecular Diagnostics Regenerative Medicine Epigenetics ……(etc.etc.)….. Other ____________________ Final Questionnaire
    24. 24. Problem Solving: Collecting the last clicks • • Problem: need to collect the data on the “last click” for clickstream. i.e.: whether the tester found the object (link) and selected it. Solution: The PIG page: capturing the last clicks before success or fail page. PIG page
    25. 25. Holistic View: CX informed by UX & CI What they say How they engage with products CUSTOMER PERSPECTIVE USER TESTING (UX) (“Voice of Customer”) Behavioral Emotional & Cognitive Customer Experience
    26. 26. Questions? Follow us for updates on future webinars! Twitter: @UserZoom LinkedIn: Facebook: