Kelly Price, Senior Analyst
As an organization grows, their customers’ needs become more complex and difficult to distill. To design excellent experiences at scale, Senior Analyst Kelly Price explains, companies should cultivate an iterative experience design (XD) practice. The best XD organizations continuously keep a pulse on customer sentiment and then design with that understanding in mind.
Listen to this episode of What It Means to discover how to deliver excellent experiences at scale during the volatility of the COVID-19 pandemic and beyond.
There are four main phases of user research. Each one requires a different mix of methods:
- Define the problem. During this discovery phase, qualitative methods like interviews are typically best.
- Design potential solutions. As you experiment, qualitative methods merge well with quantitative methods like analytics-based experiments.
- Measure success. Once a new experience is launched, evaluate its success quantitatively. Ensure your and your customers’ definition of success is the same.
- Monitor success. As your business changes and customer expectations evolve, you’ll need to refresh your experiences. Use quantitative methods to monitor whether your experience is still up to snuff.
In a mature organization, research will be done a rolling basis. There will be XD projects at all phases of the research cycle, ensuring that customers receive continuous improvements rather than a splashy rollout followed by months of silence. Listen to the episode to learn more about how to set up your teams and leverage voice-of-the-customer data for maximum success. To hear more best practices, join Kelly at the CX North America virtual event.