User Experience Research
Analysis: with users, for users, for you.
Although the term user experience has only become an integral part of marketing and product decisions in recent years, what users have experienced has always existed. As far back as 20 years ago, users found out about the company behind the advertising as a result of the particularly creative and impressive TV adverts. An impression was created that users continue to expect – whether in shops or in direct connection with the advertised product. Even when the trip taken by the customers – which we now call the customer journey – was previously not so obvious, it still most certainly existed. “It does not do what it promised” – was also an indicator of a poor user experience back then. In the worst case, the user would get out at this point and wait for a different train. A different company, a different product.
SKOPOS has been investigating the stops on such journeys for 20 years. In order to be able to define the communicative measures in the first place, the user first has to be identified. Who in particular is being addressed? Who should and who can use the product? With targeted addressing and advertising, users are provided with an overall impression of the company and the product that is in focus. This perception can be manoeuvred, so that the expectations and experiences of the user lie “on the same path” (psychological congruence).
Users will pick up the product at some point. Can they operate it? What expectations do they have regarding its handling? How do they use it in everyday life? The usability of a product not only addresses the target group’s learned behaviour, it must also be in line with the users’ expectations and interests. We are already well aware of this, as we have tested numerous apps, websites, vehicle systems and other products.
We know the entire timetable that a business has to create in order to ensure that its customers have a pleasant journey in front of them. And if you still do not know the exact target audience for the timetable or how this might look, we can also help you in this regard. With prototyping, card sorting and the creation of personas and scenarios, we can provide you with plenty of advance assistance.
User experience is a behavioural analysis of the impact of individual touchpoints. We have been examining the individual stops for 20 years, and know how these have to be configured. We understand your vision and we know about your customers’ perspective and perceptions. We would be happy to advise you.
Research approaches for increased usability
Survey methods with a high level of user experience
Your contact for user experience research
User experience research is the responsibility of Till Winkler. As a qualified psychologist, he understand the interplay between perception research, user research and usability research. He has worked at SKOPOS since 2009, during which time he has analysed websites and apps from all manner of industry sectors, conducted hundreds of interviews and group discussions and advised numerous companies regarding the design of their specific user experience. Mr Winkler and his team have already analysed and further developed the on-board computers and navigation systems used by most German car manufacturers, as well as the websites of international furniture shops and public transport companies.
Till Winkler is a registered expert of the UPA (Professional Association of German Usability and User Experience Professionals) and creates, as a result of his in-depth market research experience, a really special added value in the area of usability research, as he always puts the user at the heart of investigations and development: only the user counts.
