In the future healthcare services will be radically different than they are now. Developments in DNA sequencing, testing, analysis and therapy are slowly becoming a very real threat to healthcare as we know it. As patients (will) have more options than ever before the need for a new business model arises where the patient can’t and shouldn’t have to manage every single interaction. And while having a ‘single point of access’ might be utopic thinking, for the patient it would be the best solution. This is where we see the creation of a patient-to-network business model providing patients information, care and even treatment in the comfort of their home.
Companies want to know that what they are doing is right, that the service they offer caters for the needs of their clients and that the product they market is user-friendly. But most importantly, that want to be sure they offer the customer an effortless customer journey and an experience that will turn them into loyal customers. To prove to our CEO that we are doing the right thing, we need statistics and hard evidence. Nowadays you can’t buy anything without receiving an e-mail about how likely you are to recommend the service to a peer, or how satisfied you are with it. Companies are eager to know what a customer thinks of them.
Last week I stumbled across this article on Medium — User Research is Overrated — that caught my attention. As a consultant in user research, the title alone is enough to make one defensive. But I was intrigued because I wanted to know why the author was claiming this, especially since I have mostly very positive experiences with the results of user research.
Companies are gradually seeing the value of involving end users in the design of products, services and internal processes. This is great news for everybody involved. Customers get pleasing and intuitively usable products, services actually make our lives easier (Belgian delivery service Deliveroo has doubled in size) and employees are happier as procedures and communication become less cumbersome. Businesses that have embraced this ‘people-centric’ worldview are partnering up with innovation & design research agencies, like U-Sentric, to better understand the behaviour and needs of their customers. Some don’t stop there as more and more Chief Design Officers, Chief User Experience and Chief Customer Experience managers are allocated and sit in the C-Suite, following the example of Pepsico, Philips and of course Apple.
Last week at this time we were preparing for our inspiring after-work event “How to sell UX to management”. A huge thank you to everybody who attended. We hope that you enjoyed it as much as we did and learned a lot of useful tips.
This week, on Thursday 22 September, U-sentric is organizing a new UX event, “How to sell UX to Management”. It is a great honour to welcome 2 inspiring experts as speakers: Dan Sennet and Colman Walsh, who will share their tips & tricks on how you can convince others, especially management, to adopt a user-centered mindset.
Who is my customer and what does he need? That’s the most important question a company can ask itself. Knowing what he needs will guide you as to which elements you need to integrate in your product and communication to target your customers. This will influence the experience you’re giving them, and providing your customers with a great experience will elevate your company to a whole new level.
A few weeks ago we talked about eliminating the self-blame within the user experience. Empathy lies at the base of this. By putting yourself in the shoes of your user and really knowing and feeling how he wants to interact with your product, you are able to eliminate the self-blame and make the experience more pleasant for him. But showing empathy is not something we all do that often, it’s even a skill not all of us possess but you definitely can practice.