In this webinar, Stephen Fleming-Prot, Senior UX Researcher reviews some of the CX trends we saw in 2017 and how they can inform your 2018 research plans. Steve will discuss how different organizational teams are discovering more research options, working better together, and leveraging cutting-edge technologies to make customer experiences better than ever. You'll learn: - How to apply a range of research techniques to get the human insights you need - How more devices means more customer touch points, which means more research is needed - How human insights are a critical consideration when integrating AI into design

1. Insights on 2017
CX Trends and
2018 Predictions
January 17, 2018

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Steve Fleming-Prot
Senior UX Research Consultant
UserTesting Professional Services
● 18 Years of UX Research and Design
Experience

3. AGENDA
● Introduction
● Insights from 2017
○ Leveraging research options
○ Research across devices
○ Explorations into AI
● What it all means for 2018
● Q&A

4. Human Insights Platform
Human insights are at the heart of delivering customer centric
experiences that drive revenue, build loyalty, and result in
superior business outcomes.

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Gain continuous human insights

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We talk to a lot of teams
across industries...
These teams represent
researchers, product
managers, marketing teams,
designers, and others...
So, what did we see
in 2017…

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Teams continue to see the value of unmoderated
studies
Save time when running highly-structured, summative studies
Gain early insights in the Discovery phase
Easily run consistent, regularly-scheduled sessions
Run research in parallel with other work the team is doing

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Some teams are identifying a dedicated
unmoderated researcher
Great to have that in-house expert (unmoderated testing is
different than moderated testing)
BUT, we want to democratize the process of gaining human
insights

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Designers: integrating human insights into agile
sprints and strategic initiatives
Focused just-in-time insights
Design sprints
Proof of concepts for strategic initiatives

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Marketing: ensuring that messaging is received as
intended
Brand perception studies
Content studies
Competitor studies
Journey interviews
Market discovery interviews

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Finding the right participants continues to be the key
How do you find participants?
● Existing panels
● Recruiting agencies
● Existing users
● Social media
● LinkedIn or other job boards

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My Recruit
● Automated test provisioning
to non-UT panelists
● Available to share in French,
German, Spanish in addition to
English

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Manage
screener list
● Edit, title and save a
screener for later use, or
delete it completely
● Easily use consistent
screeners to target the
panelists you are seeking

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Even as a company that focuses on
unmoderated testing, we know that
unmoderated isn’t always the way to go...

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Moderated studies
are key for gaining
deeper insights
● Great for discovery, prototypes, and
when more free-form interaction is
required
● Live Conversation is the self-service
tool to get real time human insights from
customers on any subject

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Consider starting with unmoderated
interviews to inform your valuable
(and sometimes scarce) moderated
research time

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More devices
Means more research
(and kinds of research)
are needed...
Means more customer touchpoints

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Research the baseline for each device
What is the core experience on a:
● Desktop/laptop
● Smartphone
● Tablet

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Consider omni-channel research
Same participant across different devices
Different participants for each device
Mobile app vs. mobile website

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And look beyond those core devices
Light ethnography
Voice interaction
Other physical interfaces

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What about evaluating the experience with Artificial
Intelligence?
Remember the three main components of the customer experience:
The US Customer Experience
Index, 2017
● Effectiveness
● Ease
● Emotion

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AI is about making that emotional connection with
customers...at scale
But before leaping into this space, put these AI
experiences in front of real people and ensure they
solve a problem...and work as expected

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North Face example

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Caveat: Don’t let the team use user
research as QA testing of the technology -
focus on the human experience

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What does
all this mean
for 2018?

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Don’t stop focusing on the
fundamental customer research
1

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Consider all the customer
touchpoints
2

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Leverage all the research
resources you have
3

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That cool new technology is
still being used by a human
4

34. For more information or questions
please visit us at:
usertesting.com/about-us/contact-us
or email us at:
webinars@usertesting.com
Thank you!