UX stands for “User Experience.” Our UX researchers utilize various scientific methods and psychological principles to investigate how customers interact with your product and communications. They optimize documentation for user-centered design and experiences, delivering products and documentation that are well-suited for target customers. This can improve sales, opinions toward your product, and customer engagement and retention.

With a background in psychology, our UX researchers determine the best way to get information to your target audience. They discover what is working and what can be improved. Read on to hear about four specific processes that allow them to create excellent customer experiences.  

1.  Surveys

Surveys are a great option for gaining insights, because you can get lots of valuable information directly from the customers. By having a UX team carefully craft survey questions, they receive valuable data that indicates customer’s frustrations and pain points with your product. There are two different types of survey responses, each with their own strengths and weaknesses:

Open-ended Responses

Open-ended questions leave room for a lot of opportunity, but a lot of risk. They provide qualitative data rather than quantitative. By asking open-ended questions, you could receive anything from one-word answers to entire paragraphs. Your customers have free reign to air their grievances or share their excitement. Responses could be detailed and helpful or short and confusing. Guiding questions can help, but it also risks leaving data that is hard to quantify.

Multiple Choice Questions

Multiple choice questions are strong because they provide quantitative data. You can choose the exact language you want and target answers to specific questions. These surveys also take less time, so they may have more willing participants. However, your customers may not be able to share all their thoughts with you or explain why they picked a certain answer. Data may be skewed if there is not an “Other” option, so they feel like they must select a certain answer.

Surveys require a large enough sample size to receive diverse results. Neutral and unbiased surveys are essential. It takes expertise to write questions that uncover the truth rather than nudge customers toward a specific response. Customers also require incentive to take the time to fill out surveys, so initially collecting results may take some time. However, surveys have their strength in real-customer responses.

2.  Customer Reviews

Customer reviews pulled directly from your product page are another useful method of assessing the customer journey. They reflect the reactions of customers after receiving your product and can address everything from customer service, durability, assembly, ease of use, and more. They include both qualitative and quantitative data. Quantitative data is pulled from the ratings customers give your product. Qualitative data is assessed based on customer sentiment in the reviews.

Customer reviews also indicate the pain points of your product. Seeing multiple complaints on a review page about assembly, for example, is a good sign that documentation or the product itself can be improved. Specific questions that are repeatedly asked in reviews can then be added into documentation. Expecting and answering customers’ questions in the instructions improves the overall customer experience. Rather than hunting for information, they have the answer right in front of them. By considering the user experience in product writing, brand reputation and overall sentiment towards your product will improve.

3.  In-person Product Tests

In-person product testing can illustrate exactly how customers interact with your product. How they treat instructions, assemble, and use your product is all observed and documented, then assessed by our UX researchers. Customer product testing, either in a lab or in their homes, supplies businesses with precise data showing how customers experience your product.

Our UX researchers gather test subjects depending on the audience you would like to target. The number of test subjects depends on the scope of the test you prefer. Test subjects share their thoughts through every step of the process. This is a great way to test how the target demographic views your product. For example, a 20-year-old may have an easier time connecting a Bluetooth speaker, while a 50-year-old may have an easier time assembling a cabinet. In-person tests help identify strengths and weaknesses for different customers, allowing you to target a specific audience.  

4.  Data Analysis

Our UX researchers also perform data analysis. If you have raw metrics, but do not have the time or resources to evaluate them on your own, it may be time for our UX team to step in. UX researchers can also collect and organize data if you do not supply it. Data visualization and custom recommendations help you understand the numbers you’re working with and improve processes.  

Analysis involves organizing data, analyzing data, reporting opportunities, recommending action, and finally delivering improved results. Data analysis transforms raw numbers into actionable business intelligence.

Transforming the Product Experience

These various user research methods have different strengths and weaknesses when it comes to understanding your customers. User-centered design and communications can turn the customer’s experience into something that increases brand recognition and reputation. By understanding your customer, you can improve their pain points and transform your product experience. Our UX researchers uncover opportunities for business improvement, then provide an actionable path forward.  

Have questions or want to learn more? Contact us today about our UX services.