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Linda Brandl
UX Researcher
@gotowebinar
360° CUSTOMER CENTRICITY:
So erschaffen Marketing und Research das optimale Nutzer...
Research Zeitpunkt Explorativ vs. Validierend
Research Methode Qualitativ vs. Quantitativ
Remote vs. in Person
Research Im...
Get closer than ever to your customers. So close that you tell them what
they need well before they realize it themselves....
#DMKwomen @gotowebinar @webinarjule
Idea
Webinar-Kampagne zur
Lead-Generierung
Produkt: Webinare
mit GoToWebinar
Zielgrupp...
#DMKwomen @gotowebinar @webinarjule
Customer
Company
Idea
Need Validation -
Personas kreieren
01
Customer
Company
Idea
Eine Persona ist ...
... ein archetypischer Nutzer mit Wünschen, Motivationen und Einstellungen zum Content.
Eine Persona ...
Concept Discovery -
Customer Interviews
02
Customer
Company
Idea
02: Concept Discovery: User Interviews
Von Kunden lernen & passende Konzepte entwerfen
#DMKwomen @gotowebinar @webinarjule...
Concept Validation -
A/B Testing
03
Customer
Company
Idea
02: Concept Validation: A/B Testing
Verschiedene Versionen im Gesamtkontext der Firma und dem Produkt.
Was findet der Kund...
Customer
Company
Idea
#DMKwomen @gotowebinar @webinarjule
Do's and Don't -
User Research
#DMKwomen @LogMeIn@gotowebinar @webinarjule
#DMKwomen @gotowebinar @webinarjule
Ein schlechtes Testing mit
einem ungeeigneten Kunden ist
besser als kein Testing.
Niem...
Literaturempfehlungen
Bottlenecks: Aligning UX Design with User Psychology
White Hat UX: The Next Generation in User Exper...
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DMKwomen 2018 360° Customer Centricity: So erschaffen Marketing und Research das optimale Nutzererlebnis

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Veröffentlicht am

Julia Lehwald Corporate Marketing Manager & Linda Brandl UX Researcher LogMeIn

Erfahre in diesem 25-minütigen Webinar:

- Wie Du näher an Deine Zielgruppe durch die richtigen UX-Methoden gelangst
- Welche Tipps und Tricks es bei der Durchführung von User Research gibt

Veröffentlicht in: Marketing
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DMKwomen 2018 360° Customer Centricity: So erschaffen Marketing und Research das optimale Nutzererlebnis

  1. 1. Linda Brandl UX Researcher @gotowebinar 360° CUSTOMER CENTRICITY: So erschaffen Marketing und Research das optimale Nutzererlebnis Julia Lehwald Marketing Manager @webinarjule #DMKwomen @gotowebinar @webinarjule
  2. 2. Research Zeitpunkt Explorativ vs. Validierend Research Methode Qualitativ vs. Quantitativ Remote vs. in Person Research Impact Produkt vs. Kampagne Research: Den Nutzer in den Fokus rücken #DMKwomen @gotowebinar @webinarjule
  3. 3. Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves. Steve Jobs | Co Founder of Apple Inc. #DMKwomen @gotowebinar @webinarjule
  4. 4. #DMKwomen @gotowebinar @webinarjule Idea Webinar-Kampagne zur Lead-Generierung Produkt: Webinare mit GoToWebinar Zielgruppe: Marketing Ziel: Awareness + Lead-Generierung ToFu
  5. 5. #DMKwomen @gotowebinar @webinarjule Customer Company Idea
  6. 6. Need Validation - Personas kreieren 01 Customer Company Idea
  7. 7. Eine Persona ist ... ... ein archetypischer Nutzer mit Wünschen, Motivationen und Einstellungen zum Content. Eine Persona hilft den Fokus zur Entwicklung zu verdeutlichen und bei der Entscheidungstreffung eine Hilfestellung zu bieten. Gemeinsamkeiten? Interview zu: Motivationen, Zielen und Bedürfnissen 01: Need Validation: Personas kreieren #DMKwomen Name Alter Bild Beschreibung der Person mit Einstellungen und Ansichten @gotowebinar @webinarjule
  8. 8. Concept Discovery - Customer Interviews 02 Customer Company Idea
  9. 9. 02: Concept Discovery: User Interviews Von Kunden lernen & passende Konzepte entwerfen #DMKwomen @gotowebinar @webinarjule Icebreaker "Schön, dass Sie heute bei uns sind. Heute gibt es kein Richtig oder Falsch." Beispiele verwenden "Erinnern Sie sich doch an das letzte Mal als Sie … " Gefühle, Wünsche und Verbesserungspotential "Wenn Sie Ihr optimales Produkt gestalten könnten..."
  10. 10. Concept Validation - A/B Testing 03 Customer Company Idea
  11. 11. 02: Concept Validation: A/B Testing Verschiedene Versionen im Gesamtkontext der Firma und dem Produkt. Was findet der Kunde passend zur Firma? Was fällt ihm einfach zu verstehen? Was genau erweckt seine Aufmerksamkeit? Was erwartet der Kunde anders? #DMKwomen @gotowebinar @webinarjule Intro: Firma und Produkt Intro: Konzept A/B Konzept B/A Kunde interagiert, exploriert und beschreibt Aufgaben mit subjektiver und objektiver Beurteilung
  12. 12. Customer Company Idea #DMKwomen @gotowebinar @webinarjule
  13. 13. Do's and Don't - User Research #DMKwomen @LogMeIn@gotowebinar @webinarjule
  14. 14. #DMKwomen @gotowebinar @webinarjule Ein schlechtes Testing mit einem ungeeigneten Kunden ist besser als kein Testing. Niemand kann theoretisches Verhalten vorhersagen. Keine entweder/oder Fragen. Neu ist nicht immer besser. QualitativeUserResearch 5 Personen liefern 80% der Insight. Kunden wollen alles. 10 Sekunden Schweigen Regel.
  15. 15. Literaturempfehlungen Bottlenecks: Aligning UX Design with User Psychology White Hat UX: The Next Generation in User Experience UX Research: Practical Techniques for Designing Better Products Don't make me think: Web usability and Mobile nngroup.com Contact us!

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