Amyris Fernandez: Por que sua empresa precisa entender o usuário?
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Por que sua empresa precisa entender o usuário?
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Amyris Fernandez: Por que sua empresa precisa entender o usuário?
- 1. Por que sua empresa precisa entender o usuário? Amyris Fernandez, Ph.D. 15 de Outubro, 2015
- 2. • Nascido em 1948 • Cresceu na Grã Bretanha • Casado, com filhos • Rico • Celebridade • Ama cães • Adora os Alpes Típica segmentação do CRM usada para tomada de decisão
- 3. Grande Empresa Pequena Empresa Precisa inovar para sobreviver Mas é lenta & burocrática Precisa criar processos de trabalho Mas tem poucos recursos O desafio das empresas!!
- 4. São as crenças que guiam a criação de interfaces Entender consumidores é algo que usualmente não se faz nas médias e pequenas (e algumas das grandes!!): Pesquisa é vista como desnecessária (dá para fazer o site ou app sem)… É sentida como custo. É algo que pode ser substituído por experiência (própria), números do analytics (ou testes A/B), ou por “bom senso”!!
- 5. Visao Socio economica • Fazem um monte de perguntas, • Mas não perguntam nada relacionado a tecnologia!
- 7. Visão por geração – os tais dos Millenials!! 1. Idade entre 18 a 35 anos 2. Nativos digitais 3. Multi tela & multi dispositivos 4. Nomófobos & viciados em apps 5. Sociais 6. Críticos, exigentes e voláteis 7. Exigem personalização
- 8. Visão por geração – os tais dos Millenials!!
- 9. Mas o mercado ficou bem mais complicado que essas segmentações
- 10. 10/21/2015 10 + - 20 ANOS CENTRADOS NO CELULAR POUCA EDUCAÇÃO TECNOLOGIA É O CAMINHO PARA TER MELHORES OPORTUNIDADES QUE OS PAIS TIVERAM E-NTUSIASTAS
- 11. 10/21/2015 11 VENCEDORES PAIS/MÃES TECNOLOGIA É A MELHOR FORMA DE SER EMPREENDEDOR CRÉDITO É UM DESAFIO, MAS A VIDA É ORGANIZADA AO REDOR DO CARTÃO DE CRÉDITO
- 12. Erros comuns que você deve evitar 1. Não é um usuário, é um consumidor! Consumidores são complexos, desafiadores e têm limitações de repertório com tecnologia. 2. Entender o consumo e consumidor não é tarefa exclusiva de Marketing! Se você nao entende consumo e consumidor, não tem como fazer uma boa interface digital. O que você fará será uma vitrine copiada de alguém. 3. Se você realmente entende a cabeça do seu consumidor, pode inovar e sair dos clichês / dos lugares comuns!
- 14. Onde as pessoas realmente prestam atenção - Categoria Homens Mulheres Maior foco em preço e nos filtros (compra ragmática)! Mulheres se importam com MARCAS e com a modelo.
- 16. Amyris Fernandez, Ph.D. amyris@gmail.com +55 11 981221723
Hinweis der Redaktion
- This group is technology enthusiasts. The Internet access is a door to a world of opportunities: from education to communicating with friends and families. This group is mobile centric, but the PC still plays a part on connection, especially when we think about education. Due to low literacy levels, this group is regarded as incredibly proficient on the Net, but actually they only use MSN and Orkut. Women are shy when playing games (they must be low level challenge), read and understand 3 to 5 thousand words, have little time to enjoy staying online. They work hard and go to college at night. Boys are more proficient on games. Since they are the first generation of native urban (name city here) or being in the urban slums since very young, they do not want to their parents’ destiny: a lifetime of underpaid, underestimated jobs. They want to take control of their lives. For women, the idea of making the path trough IT related jobs are still weak, but to young men it seems to be the way. Since NGOs and schools recognize the need to an IT related education, many of them offer digital literacy courses as a starter and undergrad schools offer certifications and programming courses. These low level courses open the door for better jobs, which will help people pay undergrad and post-grad courses in the future. Elkyres comes from a rural area. She is 24 and lives in São Paulo. Her parents decided to move to SP in order to improve their chances to get a better life. Elkyres had the chance to go to a public school. At the age of 16 she started to work as a made, but never droped out of school. Part of the money she made was to pay a IT course. Nowaadays she works as admin staff in a small firm. As you can see, she loves cell phones! She just bought this one, and it has TV, Orkut and MSN. However, not always she has credit to use all of this. She uses Orkut and MSN in a daily basis, and plays “Colheita Feliz” with friends that live in the neighbood, and are online too.
- In this group, most couples have kids around 10 years old. Men and women work. However, the challenge of rising kids in an expensive city arises, and leads either men or women to become entrepreneurs. This is when technology comes to help. Men usually start their own Lan Houses using their savings to buy the first couple of computers. Some pay for the broadband, others don´t. However, making the business succeed is hard. Women ask for help from family and friends, and now they can go to ask for microcredit in banks. The Internet access business is constantly challenged by governments and market initiatives for digital inclusion, and the rising power to buy less expensive PCs. Then, this group of entrepreneurs has to improve their digital literacy in order to offer services, instead of selling Internet access. On the other hand, more women start to find out how to use their recently (5 years) acquired skills with technology. This is when MSN and Orkut start to play a role as e-commerce tools. They sell cosmetics, lingerie and clothes to people from their community that does not have time to come to the bricks-and-mortar shop. For this group credit is a challenge, but it is not a problem actually. They know the value of money, and do not trust loan institutions (IBI, others). They organize life around credit card limit, and personal savings.