Customer Intelligence

Research about users to inform design has two purposes : insights and validation.

Insights are the main aim when creating a new experience or extending an existing one. We obtain customer insights in the field, Usability Lab or through remote testing.

Validation checks the insights are correct or confirms that the design ie applied insights is on track.

We recommend and implement a tailored mix of techniques to obtain insights and validation in line with UCD and your project focus.

Eye-tracking technology can be used for both insight and validation because it taps directly into sensory experience rather than the rational mind and analyses the visual pathway created by the user. The analyses for example identify effective flows for creative elements in brand messaging as well as usability .

Usability tests usually focus on user efficiency, effectiveness and satisfaction when completing scenario-based tasks. It is primarily a means to validate the design is progressing well. Testing can be tailored to validate interactivity, information architecture, content strategy or creative design elements. It is also used for benchmarking periodically on an internal basis and against competitors . When the test focus is broadened it can be useful as an exploratory research technique.

Accessibility is a hallmark of good design but does require specific attention and focus to achieve. An accessibility audit checks that industry standards are being complied with.