Successfully Managing Customer Experience Combining VoC and UX Testing

1. Agenda
WEBINAR: Successfully Managing Customer
Experience Combining VOC & UX Testing
A Case Study
www.userzoom.com

2. Meet Our Speakers
Sarah Foregger, Ph.D.
Alfonso de la Nuez
Consumer Insights &
Usability Analyst
Co-Founder
& Co-CEO
UserZoom
www.userzoom.com

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
www.userzoom.com

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
www.userzoom.com

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)
www.userzoom.com

6. Agenda
A Multi-method Approach to
Understanding the Customer Experience
Sarah Foregger, Ph.D. - Consumer Insights & Usability Analyst
www.userzoom.com

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.
www.userzoom.com

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)
www.userzoom.com

9. Customers as our Population of Interest.
We seek to understand a specific population – our customers.
www.userzoom.com

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
www.userzoom.com

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
www.userzoom.com

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
www.userzoom.com

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
www.userzoom.com

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?
www.userzoom.com

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.
www.userzoom.com

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.
www.userzoom.com

17. Test Designs
Old Design (A)
Proposed New Design (B)
www.userzoom.com

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?”
www.userzoom.com

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.
www.userzoom.com

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
www.userzoom.com

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
www.userzoom.com

22. Appendix
•
Survey Design (participant flow)
•
Problem solving: collecting the task heat map
www.userzoom.com

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
www.userzoom.com

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
www.userzoom.com

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
www.userzoom.com

26. Questions?
Follow us for updates on future webinars!
Twitter: @UserZoom
LinkedIn: http://www.linkedin.com/company/userzoom
Facebook: https://www.facebook.com/userzoom
www.userzoom.com