CUSTOMER EXPERIENCE AT THE HEART OF INNOVATION

Before getting to the heart of the matter, a little reminder.

What is UX ?

The UX acronym stands for User eXperience, it refers to the quality of any user or customer’s experience in an interaction situation. We all live daily customer experiences like buying bread, taking a taxi, eating in a restaurant...

It is this journey, before arriving at the final objective, that we must therefore analyse.

User experience: utopia vs reality

A multitude of innovative services or products are born every day, but do they relate well to the experience expected by the user?

In order to design and create a successful service or product, you have to put yourself in the user’s shoes. This requires empathy and anticipating their different needs.

Ok, but is that enough?

Everyone knows the purchase scans created with the aim of streamlining the purchasing process.

Shopper studies have been carried out to facilitate the customer journey. Several problems emerged, and this is how the “shopper scanner” was born! A technological advance tested in 2000 by the Auchan brand.

However, according to consumers, it turns out that in use, this “shopper scanner” does not fulfill the initial function for which it was created. Its purpose was to streamline the customer journey during checkout. Unfortunately, this one has seen its main use accentuate on budget management, or even to remain on its displayn unused. The cause of this flop? An inappropriate and overly repetitive process that discouraged users.

Technology does not compensate for a negative user experience. Don't confuse utopia with reality. Analyzing consumer behavior and putting yourself in the customer's shoes are essential rules for developing an adapted solution to your market’s needs.

But then, how to structure a successful User eXperience?

The goal is to meet customer expectations without unpleasant surprises, without him being disappointed in the promise made or what he had imagined. Who can better meet their expectations than consumers themselves?

You have to be able to observe the user and listen to him expressing his needs before starting the design process. How to proceed ?

Several methodologies can meet this need. Design Thinking is one. Other techniques such as the Martian, angel and demon, or even brainstorming can be used to explore and understand the uses and expectations of consumers.

Delta Business offers different methodologies to support players in the B2B and B2B2C markets in understanding the customer experience within the DB Lab.

In a pleasant environment, combining methodology & dedicated space, it becomes possible to boost collective intelligence. By relying on co-creation processes involving end users, Delta Business’ DB LAB enables brands to build adapted User eXperiences.