I attended the Customer Experience Conference in London in February to get some insights into what CEX Directors and Managers are discussing and what their approaches are to increasing user engagement, aside from the technology tools and platforms they are using.
My favourite takeaway from this event was around power of the unknown, what do users really want, if they are not already telling us? Jez Groom from Cowry Consulting, spoke on the topic of human behavioural economics and how this can create an effective user experience. He gave some examples of how user experience was achieved with subtle yet effective changes to a user’s environment. I particularly liked the example of how Cowry changed the communal lunch room of a large building contractor thus dramatically decreasing accidents on site. This was achieved by creating a more nurturing and positive environment for the workers, so they continued about their day in a more health conscious and positive way when they left the lunch room. By tapping into the workers’ subconscious in a positive manner they achieved amazing results.
The power of persuasion, emotion and trust can extend far beyond just designing something usable [PET Design]. Just because people can do something, does not guarantee that they will. They need to be motivated and persuaded to make decisions that lead to conversion.
everis design approach focuses heavily on user research in the early stages of project definition and this research not only gives us insights into who the users are, but more importantly it can challenge the business in their preconceived thoughts about users’ needs. We search for the motivation of the user who will consume the content and not just the motivation of the business. It is the business who will benefit from the customers’ motivation to consume. Find what users really want, and what will motivate them. Then, go one step further and motivate users in a positively surprising way. There is only one real rule to this approach. Do it for user benefit!
just because people can do something does not guarantee that they will — they must be motivated and persuaded.