User Experience in Product
How User Research and Analysis can Help our Products Deliver Value
Our good friend John Doe has encountered some interesting challenges lately. The last time we talked with him, he was about to begin development work for a user activity dashboard along with some user interface adjustments.
The goal is to achieve a 10% customer increase. ProductNation wants to expand its market share and has trusted John to lead the company effort by growing his product. With their approval of his business case, the plan is to standardize the user experience to meet customer expectations.
John’s latest experiment proved to be a modest success. While customers did appreciate the user interface enhancements and latest actions dashboard, they were not delighted. Feedback shows that satisfaction levels and recommendation likelihood are virtually the same.
In recent stakeholder meetings, there have been multiple discussions about how to achieve market growth. Some of the proposals include feature development, marketing strategies, and creating a new product. John appreciates the group’s open mentality. All options are on the table when it comes to meeting an ambitious goal.
John acknowledges the situation and requests some time to gather and analyze feedback. Every product increment provides valuable insights into their customer’s expectations. The previous business case proved that data is vital to move the product and company in the right direction.
Once out of the meeting, John asks himself:
- How can we increase customer satisfaction?
- What drives customer expectations?
- What alternatives do they have?
- Is there something else we’re not seeing?
Let’s review what John and his team are working on to meet their quarter goal.
User Experience
John is not sure if he understands his customers completely. He asked Bob, his user experience designer, to help him gather and analyze customer feedback. Sometimes observing and interviewing them is not enough to document their needs and pain points.
