Customer Experience Testing

Our client faced the challenge of understanding how users intuitively interacted with a unique product on the market, as well as understanding the attributes associated with it after the testing experience and validating both the target and the business model.

The ultimate goal was to identify possible barriers in the interaction with the product and detect opportunities that would allow them to create an ideal communication campaign aimed at the potential user, taking into account the attributes associated with both the experience and the product.

Phase 1
Product testing

Four workshops were held with potential users of the product. Two of the groups with Spanish participants, the other two with international participants, where the product was tested: they were given all the materials so that the participants could individually carry out the assembly and interact with it. In parallel, the users were observed in the execution of the test.

In addition, an initial degree of recommendation was given: after the assembly and interaction experience, the participants gave a degree of recommendation according to their experience, taking into account three factors: operation, mechanism and ease of use.

Phase 2
Association of attributes and messages

The key attributes and messages were detected after testing with the product, identifying several aspects, such as initial perception (feelings associated with the experience, such as emotion, curiosity, frustration), perception of use and moments (where the participants considered that they could use or find the product), prioritization of concepts associated with the product spontaneously (such as the description or words that relate to the product and the experience), and assessment of suggested attributes (based on concepts given to qualify on a scale of 1 to 10 ).

Phase 3
Validation of the target and business model

The target was detected and the business model was validated, after obtaining as much information as possible about the product throughout the session, as well as the interaction, taking into account the potential user, the willingness to pay and the validation of the payment method. purchase.

The potential user refers to the socio-demographic, socio-cultural and socio-economic level. The willingness to pay refers to the comparison with the final price of the product on the market, taking into account the differences between the Spanish and international participants and detecting the barriers to making a higher payment. The validation of the purchase method proposed by the client refers to the method, time and communication.

Phase 4

Opportunity Detection

Opportunities were identified through the barriers found at different times, such as: Barriers in testing, both of the process and of the materials delivered, Needs of the product so that the willingness to pay is greater, Needs in communication for the improvement of website, commercial videos, printed materials, etc., and the final Grade of recommendation as a comparison with the initial one, to identify if it had changed and why.