This is the secret, not much of a secret and actually pretty obvious. But understanding the human and specifically their unconscious, emotional response, is critical to designing improved user experiences. Sadly, digging into this unconscious behaviour is rarely practiced – and that’s because it used to be difficult. It is much easier to ask users questions about what and why they do things (which we know from earlier is only useful if humans are rational, conscious decision makers).
How to improve the user experience
How can we understand human behaviour and use this to improve the user experience?
The advancement in neuroscience and technology help. By using the latest biometric devices, we can monitor customers physiological response to the experience. We can see the Tripping Points®, those moments that cause stress/arousal; we can capture the change in facial expression and the changes in posture that show the issues customers are having. We can also see the moments of excitement, of happiness, the moments when your experience genuinely makes people smile.
For one recent client we were able to identify a number of these Tripping Points® and prioritise them in terms of their impact on the human. We also witnessed first-hand the very notion that people don’t say how they feel. Participants who had a difficult and frustrating time during the experience were more than happy to state that things were easy when questioned after the event. Perhaps a case of attribution substitution at play here.
For another client, we could see how choice overload played out. Faced with too many options, the physiological stress response kicked in and created sub-optimal outcome – the potential customer simply chose not to buy anything!
Stop relying on what customers say
Designing for the human means that we must stop relying on what they say and start matching the data about what they do to data about how they feel and respond. This is about observation and capturing the physiological and psychological response. This is harder than simply asking questions and requires a smarter, scientific approach, but with advances in technology and biometric devices becoming ever more accurate and discreet, we now have the ability to monitor hundreds of people in their own homes interacting with websites, phones and tablets, etc. We can capture the unconscious response using discreet devices and provide quantitative analysis that delivers ground-breaking insights. If you’re just interested in what people say then stick to traditional research. But if you are interested in the truth, the unconscious behaviour and insights that can truly improve the customer experience and deliver the ROI
, then now is the time to re-think user experience.
If you are interested in improving the user experience contact us
to find out about our scientific approach.