{"id":9104,"date":"2008-12-19T16:01:57","date_gmt":"2008-12-19T22:01:57","guid":{"rendered":"http:\/\/magic1host.com\/blog\/2008\/12\/19\/customer-focus-usability-part-2\/"},"modified":"2008-12-19T16:01:57","modified_gmt":"2008-12-19T22:01:57","slug":"customer-focus-usability-part-2","status":"publish","type":"post","link":"https:\/\/magic1host.com\/blog\/?p=9104","title":{"rendered":"Customer Focus: Usability – Part 2"},"content":{"rendered":"
by Steve Jones<\/div>\n

A good way to create a good customer experience is through the discipline of usability testing.<\/p>\n

Usability can be defined as the “measure of quality when interacting with something”. This could cover a range of things from ATM’s to websites, retail branches to mobile phones. This interaction should be simple, engaging and enjoyable so (Usability means) that people interacting with an organisation or company can do so quickly and easily.<\/p>\n

The most popular usability method is user testing, which is the process of learning about ordinary customers by watching them interact with a touch point. This involves observing a number of representative users, in one-on-one sessions as they perform set tasks. The facilitator watches what they do, listens while participants think aloud and looks for patterns of behaviour across participants.<\/p>\n

User testing is not to be confused with a focus group. A focus group is about learning what people think by listening to what they say, user testing focus’ on how people actually use and interact with a product. Traditionally, market research is good for understanding how people think, but in order to create a good customer experience, we need more than that; we need to know how they will react when placed in a real-life situation. This is the part where the advantages user testing really shines.<\/p>\n

There is a strong attraction to believe that there is some “magic formula” when it comes to creating a good consumer experience. This is definitely not the case and many industries and\/or companies can easily slip into this trap. In 2003, the LA Times reported that a British academic had worked out the specific requirements for creating a box office smash. Apparently the movie had to consist of the following – 30 percent action, 17 percent comedy, 13 percent of good vs. evil, 12 percent of sex\/romance, 10 percent plot, 10 percent special FX and 8 percent music.<\/p>\n

As easily as one can be persuaded by such a simple formula, this doesn’t work in real life. The world is a tangled mess and full of real people who want to get things done and out of the way in the shortest possible time. In order to meet these needs, we must use a mix of research methods to understand their needs and because simply understanding needs are not enough, we need to understand their behaviours as well.<\/p>\n

Researching usability helps to ensure that customer interactions are efficient, satisfying and useful; you simply cannot have a world class customer experience without it.<\/p>\n

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About the Author:<\/div>\n
Curious in exploring how Usability Consultants<\/a> can help your business? Contact Optimal Usability<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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