Using customer insight
A deep understanding of customers and how the product is performing against the success criteria, is essential to identify the key areas for optimisation.
Our Data Intelligence team assesses the customer experience from a quantitative perspective through Google Analytics (or alternative package). We use these insights to steer the focus of qualitative research and insights into ‘why’ issues exist.
We employ a variety of techniques to better understand user behaviour, including:
- Tree Testing
- Focus Groups
- User Interviews
- Ethnographic Studies
- Diary Studies
- Usability Testing
Without these insights, you’re just guessing at solutions and hoping that it works. In order to help our clients we need to understand their customers better than their competitors do.
Fostering a growth mindset
Teams are assembled with representatives across multiple disciplines with a clear understanding of the business objectives and customer needs.
We supply performance data, heuristic reviews and Voice of Customer research and give each team member:
- Opportunity to voice hypothesis suggestions
- Opportunity to see what has been tested the previous month
- Opportunity to gamify the successful tests suggested vs winners (leaderboards!)
This creates an environment where team members feel confident sharing ideas, are focused on core business and customer objectives and provide more test ideas to play.
Getting the team culture right allows us to move at pace identifying quickly what works and what doesn’t and maintain momentum without unnecessary blockers.