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
WEBINAR: Successfully Managing Customer
Experience Combining VOC & UX Testing
A Case Study
Meet Our Speakers
Sarah Foregger, Ph.D.
Alfonso de la Nuez
Consumer Insights &
• 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
Agenda for today
2. A Multi-method Approach to Understanding the Customer
3. Customer Insight & Testing
4. Case Study
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
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)
A Multi-method Approach to
Understanding the Customer Experience
Sarah Foregger, Ph.D. - Consumer Insights & Usability Analyst
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
Customer Insights & Testing
Usability & Customer Insights Analysis:
Work closely with stakeholders, designers, content specialists, IT
Data collected impacts design choices and functionalities.
Customers as our Population of Interest.
We seek to understand a specific population – our customers.
Customers as our Population of Interest.
Each piece of information
gathered is an opportunity
to know more and gain a
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.
visitors to site
Time to find
Indicators of variable
So, “…& iterate”
“…and iterate” should mean our model is a process - providing constant
feedback and new insights on our customers, from various data sources.
Example: Ideal Process, Digital Product Development
“How do customers
“What do customers
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
– 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?
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.
Case Study: Website Restructure
Goal is to improve the customer
experience on the website.
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.
Old Design (A)
Proposed New Design (B)
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?”
Collecting usability data from customers in different regions...
…With limited time and in different languages….
…and a need for a larger sample size.
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
• 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
Survey Design (participant flow)
Problem solving: collecting the task heat map
Needs logic to
send to correct
set based on
Set 1 – A
Set 6 – F
Set 2 – B
Set 5 – E
Set 3 -C
Set 4 – D
Q3: What does your lab focus on most in
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.
Holistic View: CX informed by UX & CI
What they say
How they engage with products
(“Voice of Customer”)
Emotional & Cognitive
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