Joshua Furman

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Vlog: Customer Insights Weekly | W5

 

Our Customer Insight Consultant Julie presents you with learnings from the behavioral customer insights we have gained for our clients in the past week.

There are endless ways to design websites and applications, but still, there are some unofficial guidelines on how to design for the human mind. In the example above, two accountants are struggling on how to post expenses in their system. Since the "post"-button is placed too far away from the input fields, none of the accountants see a connection between them. As a rule of thumb: Things that are connected, should be placed near each other to create a natural flow. 

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Topics: Knowledge & Insights, Weekly Vlog, Customer Insight, Video

Vlog: Customer Insights Weekly | W4

 

Our Customer Insight Consultant Julie presents you with learnings from the behavioral customer insights we have gained for our clients in the past week.

On websites with large amounts of information, such as public institutional websites, navigation is key. Your customers need to know where they are and where they are going. In the video clip, a citizen tries to volunteer online for an event. On the first navigational level, he is presented with main categories and their most popular subpages.

After the citizen has selected a main category, he is suddenly presented with subcategories, and not the most popular subpages. Because of the lack of consistency and the citizen's expectation to see different options he gets confused.

What have we learned from this? We have learned that with large quantities of information it is essential to create a transparent and consistent navigational hierarchy.

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Topics: Knowledge & Insights, Weekly Vlog, Customer Insight, Video

Vlog: Customer Insights Weekly | W3

 

Our Customer Insight Consultant Julie presents you with learnings from the behavioral customer insights we have gained for our clients in the past week.

There is a tendency for an increased use of search as a primary navigation tool. For the same reason, it is paramount to the functionality of your website that your search engine is intelligent. As seen in the clip, your customers will not always know exactly what they are looking for - or how to spell it. In this example, several customers misspelled "penicillin", which prevented them from finding precautions for the drug.

An intelligent search engine is a way to guide your customers. If your customers cannot find what they are looking for, they will try to change their strategy; a change in strategy leads to frustration, and it is at this point you risk losing your customers. Today's learning is: An intelligent search engine is a way to help your customers utilize the full potential of your website.

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Topics: Knowledge & Insights, Weekly Vlog, Customer Insight, Video