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our micro-world or how to identify new moments with our users

Nowadays, we live in a fast pace world. when mobile technology enterd our lives, it had a huge impact on the way how we consume content. Mobile started to create new, more relevant items (as people started to demand them), and made some of the old ways irrelevant. People are addicted to immediate action, and remain loyal to their own needs. We know what we want, and we want it now. The world is getting flatter, and we can reach remote locations with a click of a mouse. this change could not have happened without the various breakthroughs we've had in developing technology. It started when we brought it home in the a form of a TV set, and in the 80's we carried it around (who can forget the boom-box?! ). Nowadays we can even wear technology. these are exciting times to live in.

However, technology is not rapidly changing by itself. People are also change as well. We are changing the way we look, the way we communicate and interact, but most importantly, we are changing the way we think. In the mid 60's, commercials started to during TV shows across the US, and we started to follow trends. To be more accurate - we started to follow brands. Nowadays, people’s attention span is as short as 8 seconds, as it's gets harder and harder to get someone's attention. From a UX point of view, the way we make decisions has changed dramatically in the course of the last years.

"get to know your customers"

As a product owner, or as part of a UX research, you will probably hear the message "get to know your customers" several times. So how do we do it ? How do you get to know your customers ? Is it through Google Analytics ? We all know that Google Analytics is not the most accurate tool, Is it with the aid of your BI research team? BI is currently making its first steps in the business world and it is not at all common to have an in house BI team. This is without even mentioning the relevance of the data this team may have. So what can we do? First, we can start by dividing our customers according to groups the right way.

  • Greatest Generation - before 1928 - 87+
  • Silent generation - 1928 - 1945 - in 2016 their ages would be- 71-88.
  • Baby Boomers - 1946 - 1964 - in 2016 their ages would be - 52 - 70.
  • Generation X - 1960's - 1980's - in 2016 their ages would be - 36 - 56.
  • Millennials - 1980 – 2000's - in 2016 their ages would be - 16 - 36.
  • Generation Z - 2000's to today - in 2016 their ages would be- 0 - 16.

What Does It Mean - Millennials?

Everyone has suddenly started using the word, Millennials. We have started using it so frequency that it became a buzzword, already worn out. But how well do we even know this term, or the characteristic that this group of people share? As shown in the Neilsen Norman group research in many ways Millennials are the same as other users.

Millennials use the web and relevant devices just like Generation Z does. Millennials are able to process information the same way as Generation Z members so, as the two groups share the same decision making process .So what is it that makes Millennials the number one target group when it comes to marketing materials in almost every industry? Well they are the largest current work force on the market, they are in their 20-30, and are in the process of completing their higher education, starting/moving on with their carriers, and they are forming their families. They are also the first generation to grow in “the internet environment” that is inside the house. As a result Millennials feel confidant to use digital products. They grow with digital interface developments, and they are not afraid to criticize their interface. It will be more accurate to say that Millennials know how to criticize not only the product, but also the company behind the product. For the Millennials, nobody is off the hook.

How Has Decision Making Changed Over Time?

Decision Making - Pre-Google Era:

  • Research – 2 or 3 shops in our immediate environment .
  • Talk to people we trust (friends & family).
  • Value for money.
  • Buy the product.

Decision Making - Post-Google Era:

  • Research – Google.
  • Research – change search words.
  • Talk to people we trust (friends & family)
  • Talk to other consumers.
  • Search with other people on our way.
  • Compare products and platforms.
  • Value for money.
  • Buy the product.

The decision making process only seems longer. But in fact, it's much faster. People don't go to car dealers before they search them on Google. The act of the online search is much more fluid and much faster.a certaine  case study shows that people make 13 different search actions (search & site visits) in the course of 11 minutes. The effect is the same as running through 13 different car dealerships in 11 minutes and be able to say - I have all of the information regarding the best deals, and i found what i was looking for. In the Pre-Google are it was simply impossible.

New Ways Of Decision Making

New way of approaching customer – we need to adapt.

Let's see some data regarding existing users according to Google's research team

  • 68% say they check their smartphones within 15 minutes of waking up in the morning.
  • Only 30% are willing to admit that they actually get “anxious” when they don’t have their phone with them.
  • 87% always have their smartphones at their side (day & night).
  • Studies have shown that you can increase brand awareness by 46% simply by showing up in mobile search ad results.
  • 90% of smartphone users are not absolutely certain of the specific brand they want to buy when they start looking for information online.
  • 65% of smartphone users agree that when they conduct a search on their smartphone they look for the most relevant information regardless of the company providing that provides the information.
  • There has been a 60% increase in the success of non-branded online campaigns, which essentially relied on the quality of the product.

As part of UX planning, there are 2 main approaches. The old one in which you need to plan your product for a specific user - make personas. Try to create a profile of an end user as part of your plan. Start with a name, age, what he loves, what he hates, what does his everyday looks like? what are his habits, etc'. Then throw away your habits and try to plan your product accordingly . And the newer approach that say the never mind who is the user, there are just too many types of users. Plan the user's journeys, try to guess his state of mind in every step of the way during his usage of your product. Make it "clean", make it easy, and make it "lean" for the end user. Me personally? I prefer to think of our user's journeys across the product & cross platforms

According to a Google research, we can identify 4 user action moments that we can adapt to our everyday decision making:

  • I want to know moments.
  • I want to go moments.
  • I want to do moments.
  • I want to buy moments.

I want to know moments

"I want to know moment" is the moment in which someone gets to explore or research our product, but not necessarily in purchasing mode. If your product has a member section or a premium section, that this is the pre-login mode of your product. It's the right way to meet your potential users! What every day "want to know moments" does your product have? What is the correct micro-copy or image that can trigger the user's curiosity no matter where he meets your product?

I want to go moments

"I want to go moment" is the moment in which someone is looking for a local business or is considering buying a product at a nearby store. He is in searching mode. The search mode is no longer a traditional one. The user is asking search engines ( how good is your SEO?), the user is asking in forums (do you search for reviews on your product and act accordingly? or just delete these from your Facebook feed?). How can we be an online “local store” ? (User search on the go while talk to friends and, get different results according to their location) How accessible is your product?

I want to do moments

"I want to do moment" is the moment you've been waiting for. The user has decided to get to know your product. Is it an easy process? What happens if the user encounters a problem - how can you help him,and what is the fastest possible way?. What do our customers need help with? How can they approach you?

I want to buy moments

"I want to buy moment" is the moment when the online magical connection happens. When someone is ready to make a purchase and may need help deciding what to buy or how to buy. An important note: the decision to buy from you does not necessarily happen when the user is on your website, in that sense the important question is how do i appeal and re-appear in front of the user? how do i stay in his consciousness after he had already left the brand?

In these moments, the consumers want what they want, when they want it. They drawn to brands that deliver on their needs. (google research team)

for conclusion, I guess i can leave you with one simple advice. Think about of all the times you had a good experience, think what was it that made you notice a specific brand, what did it leave you with? You don't need to re-invent the wheel. We became selective consumers, after a good experience try to analyze it and the way in which it meets your every day usage.

thank you for your time.I don't take it for granted.

ilan dahan - sr. product manager, UX expert & front-end developer.

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ilan dahn
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