"The successful user experience is about meeting a consumer’s need on an individual level – a “segment of one” not “one-size-fits” all, many experts say."Material para reflexão:
- "Expand your definition of context beyond location and time. Situation and Emotion matter.
- Deliver immediate benefits to users before asking for more of their data. There is a fine line between useful and creepy.
- Segment your users based on digital behaviors, preferences, motivations and context to drive the most relevant interactions.
- Set up a big data and analytics environment capable of capturing and acting on behavioral analytics data in real time.
- Use analytics and machine learning to adapt the target interactions for each user-segment over time, based on user responses.
- Recruit a new breed of user experience designers—those with analytics skills to support the design of adaptive user experiences.
It’s no longer good enough to know your customers. It’s what you do with that knowledge that really matters. Your customers are willing to engage and share their data if they perceive a real benefit for them. Are you ready to live up to your end of the bargain?"
- Start with desired outcomes, then pilot and adjust quickly.
Trechos retirados de "The User Experience: Why Data – Not Just Design – Hits the Sweet Spot"