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.