To achieve true human-centred management of digital products, the target group should be involved in every stage of the product life cycle. Often it can be done far earlier than expected.
We use a large number of qualitative and quantitative research tools along the design thinking process for our customers.
We immerse ourselves in the living environment of the target group
We analyse the use contexts, the needs and pain points of potential users by observing and interviewing them in their habitual environment. From this, ideas for solutions and new products can emerge.
Dear diary, what does my target group experience in their everyday life?
Random representatives of the target group document their daily experiences regarding a particular topic in an online diary. We accompany them in doing so and obtain regular feedback on their experiences. In this way, we come to understand how specific technologies are used in the daily routine, for instance.
Your very own research community
In our Consumer Lab, potential users hold discussions in a self-contained online community specially set up for this purpose. In diaries, moderated forums, chats and questionnaires, requirements for digital products and conceptual ideas are discussed, for instance. This is particularly useful for target groups that are difficult to reach. Due to the depth and scope of the posts in the Consumer Lab, this forum is often a good alternative to traditional focus groups.
Finding motives, needs and initial feedback on the idea in conversation
In our test studio, our trained moderators explore values, needs and requirements of representatives of the target group. You can attend live behind the mirror and adapt the exploration over the duration of the testing and add to it with new questions.
Break down the user community into groups with similar needs
Within the target group, we identify sub-groups with similar needs and problems so that they can be addressed with solutions that match even better.
Which touch points are used by various customer segments in the sales funnel?
We find out which touch points are used by customer segments in each phase in the sales funnel.
Making unconscious perception visible
Users often have great difficulty in describing the image of a brand or product in all its facets in concrete terms. This is because they are not aware of the attributes on which their perception of the image object is based. With Repertory Grid, we uncover this unconscious perception and thereby draw an extremely realistic picture of a brand or product from the perspective of the target group. On this basis, we can formulate extremely valid optimisation recommendations for product design or brand positioning.
User segments are given a face
We portrait descriptive and memorable representatives of the user segment along the lines of whom the ideation can be oriented.
Definition of user needs and problems
Jobs to be done is a helpful way of presenting (rational or emotional) user needs in a uniform schema.
Merge user and business objectives
We create a decision matrix that merges product requirements from the point of view of the user as well as under a business and technical perspective.
Involve users in the ideation
Super groups are a concentrated workshop format with particularly introspective and eloquent participants who are especially interested in the subject under discussion. We select the participants in an elaborate process, who then prepare themselves intensively for the workshop by means of self-observation. In the workshops, needs, pain points and approaches to a solution are developed together.
Strategic resource allocation for features and content
We quantify the use value of content elements and functions for specific target groups, thus creating a user-centred decision-making basis for investments. Methods such as Kano analysis, TURF or MaxDiff are deployed here.
Getting to know the mental model of the target group
A site map developed using card sorting constitutes the foundation for good usability: Effectiveness, efficiency and user satisfaction are optimised even before the interaction design is started. We do card sorting online and with statistical cluster analyses.
Making user/interface ideas tangible
We create click prototypes for interaction designs to be able to test them quickly.
The stress test for the site structure
An ideal site structure guides users to desired content and functions quickly and on target. Our tree test checks the effectiveness and efficiency of the navigation as well as the subjective satisfaction of the users – both for existing websites and for click dummies prior to the launch.
All our expertise is there for you
Experience has taught us that more than 50 percent of the usability problems a website or app presents can be detected in an expert evaluation. Such an evaluation can be called up as a single service; alternatively, it serves for the preparation of a user experience test with actual users that can be implemented on a higher level.
Secure foundation for design decisions
The website in the eye of the beholder
Only what can be seen on a website can be perceived and used. By means of eye tracking, we continuously follow the fixations of the users on the test material during usability tests and analyse their eye movements and distribution on the pages.
Look over the user’s shoulder
We test the usability and the use experience with representatives of the target group. Participants resolve realistic use cases and are monitored and interviewed. The tests can be done in our laboratory in Munich or, remotely, in any major city.
Users test websites at home without moderator
With this tool, users from anywhere in the world can test websites or apps on their own device. The questions that guide the user through the interview allow the tasks to be carried out autonomously without a moderator. This is an ideal research tool for identifying usability problems and increasing user satisfaction, not only when budgets are tight, but also when time pressure is high.
Measure success and plan resources for optimisations
The user-centred management of digital products does not end with the launch. User experience and user satisfaction change with the impact of the competitive environment, in-house upkeep activities and changing user requirements. Our monitoring approach is your cockpit and early warning system for key performance indicators of the user experience and shows you where optimisation measures result in the greatest benefits.
Dress rehearsal for the actual operation
The field user test helps test devices and UIs together with the users in real-world conditions prior to the launch. This is especially advisable for services for which many problems only become apparent after having been in regular use for a longer period of time.
The lever for marketing efficiency
The performance of every transaction website must be good in terms of registrations, orders and other conversion goals. This is often prevented by usage barriers. Our Conversion Lab analyses these processes step by step from the point of view of the user. The Conversion Lab shows you how you can generate more transactions and achieve your marketing targets.