User researchers can engage better in interviews with people with dementia by doing what should seem obvious: approaching them like any normal human being.
When Bill Gates proclaimed in 1990 that “banking was necessary, but banks were not” he might have been ahead of his time. Now, almost 30 years later, his proclamation holds true in Europe more than ever. 2018 will be the game-changing year for traditional banks due to PSD2, the revised Payment Service Directive. “The new EU directive opens the door to any company interested in eating a bank’s lunch” (Viola Hellström, Evry). This article will briefly explain what P2D2 is and what it will mean for traditional banks. But this is not just a bad news show for the traditional European banks as we know them. If they choose to embrace Customer Centricity they will not only stay in the game, but ahead of it.
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.