8 Habits of Customer-Obsessed Companies

AnswerLab enables clients to . . .AnswerLab enables clients to . . .

l i i lidlearn optimize validate

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Secrets of Their Success: 

8 Habits of Customer‐Obsessed Companies

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eliminate risk.eliminate risk.

User – Centered Design ProcessUser Centered esign Process

What do th d?

Did it have i t?they need? impact?

Can theyCan they use it?

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know your know your customerscustomers.

T 100 C tTop 100 Customers

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study the study the competitioncompetition.

COMPETITORCOMPETITOR

Post Redesign MetricsPost Redesign Metrics

240%268%

CONVERSION ORDER SIZE

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ivalidate conceptsconcepts.

600 C t Outcome

1. Active 1. Would 

Customers Outcome

1. Active Users Adopt

2. Went Inactive

2. Some Would Adopt

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Adopt

3 S ill N3. Never Used

3. Still Not Interested

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iterate iterate designsdesigns.

It ti T ti PIterative Testing Process

Iterate Iterate

Test 1 Test 2 Test 3

Two‐Week Design Sprint

Monthly Rolling y gStudies

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be creativebe creative.

HR / Finance 

Employees

Paper Prototypes

Make‐shift Lab

Some Useful InsightsEmployees Insights

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8 measure your your impactimpact.

The SandwichSandwich

Baseline Measures

Design, Test, Develop, Launch

Re‐Test Measures

hThe WheelWheel

MonthlyyQuarterly

Benchmark Measures:• Brand Impact • Satisfaction / Ease of Use• Calls to Action• NetPromoter

• Task Success• User Experience

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Clinical Trial (Post Task 2)

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8 use the right gmethodsmethods.

lab‐based  ethnographic research

usabilityremote A/B t ti

heuristic reviews

remote usability

A/B testingbehavioral

beta testingbehavioral tracking

i i i h

Intercept surveys focus groups

quantitative user experience research

t ki mobile testingeye tracking mobile testingsyndicated research

How do we  How do we What’s wrong with

drive online orders?

make this a success the 

wrong with this new 

home page? first time?home page?

Focus Groups

Usability TestingA/B Testing

Groups g

InterceptBeta TestingIntercept

1 eliminate risk.

2 know your customers.

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study the competition.

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iterate designs.

validate concepts.

6 be creative.

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7 measure your impact.

use the right methods.8

f h iSecrets of Their Success 

b f b d8 Habits of Customer‐Obsessed Companies