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The effect of delivering poor quality experiences

How does this manifest itself internally?

“The bitterness of poor quality remains long after the sweetness of low price is forgotten…”  

As I reflect more on this quote it strikes me as being equally true for both those on the receiving end of an experience, as it is for those delivering poor quality experiences. 

The double edge sword that is the MVP (minimal viable product) often leads to sub-standard, low quality experiences being released. This can often be down to the perceived subjectivity of what viable is, and also the decision being made from a technology and cost standpoint – rather than the integrity of the experience. 

Long term this comes back to bite an organisation. Benefits unrealised, too many bugs (blowing the total cost of ownership higher), rework required, introducing instability into the technology platform etc. It reduces trust in the delivery teams from stakeholders, and indeed those working to deliver these experiences feel short changed; demotivated for being unable to deliver anything of quality. 

Delivering poor experiences is not good for customers and not good for the business – we need to concentrate on delivering a quality baseline experience, and then, and only then, do we have permission to start to think about “surprise & delight” or introducing “value adding” features. 

  

We’re hiring: Researchers, EA/UXers, Designers & Developers!

The Customer Experience Team is a 27-strong multi disciplinary team covering Research, Service Design, UX, Design and front-end development. We believe that through what we do we can craft beautiful experiences that make our customers’ lives better. We are passionate about doing the best job possible, and we are committed to having fun doing it!

We embrace new challenges and solve problems; we believe in looking backwards only to help us take the right path forwards.

We question, critique and grow; we share, discuss and learn; we are creative and we wonder…

The team here has been given an expanded remit, covering not just General Merchandise (Tesco Direct), but also Clothing (F&F) and some other very exciting customer propositions, both online and covering our in-store digital kiosks – so we’re looking for great talent to join the exceptional team!

Researcher: 

http://www.tesco.com/directuiassets/SiteAssets/NonSeasonal/en_GB/pdf/Researcher.pdf

Experience Architect / UXer:

http://www.tesco.com/directuiassets/SiteAssets/NonSeasonal/en_GB/pdf/Experience%20Architect.pdf

Digital Designer:

http://www.tesco.com/directuiassets/SiteAssets/NonSeasonal/en_GB/pdf/UX%20(Digital)%20Designer.pdf

Front End Developers:

Prototyping/Innovation: http://www.tesco.com/directuiassets/SiteAssets/NonSeasonal/en_GB/pdf/UI%20Developer%20(Prototyper).pdf

Split Testing & Optimisation: http://www.tesco.com/directuiassets/SiteAssets/NonSeasonal/en_GB/pdf/UI%20Developer%20(TestandTarget).pdf

Platform Development: http://www.tesco.com/directuiassets/SiteAssets/NonSeasonal/en_GB/pdf/UI%20Developer%20(Platform).pdf

 

Apply now:
www.tesco-careers.com

 

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On marrying quantitative and qualitative research

 

The focus in the commercial world on numbers breeds a huge bias in favour of quantitative research. One of the challenges with quantitative research is that it rarely answers the question ‘why’, and focuses on the ‘what’ (i.e. the ‘what happened?‘).

 

We, as customer/user experience professionals, need to balance this with qualitative research, focussing on uncovering the drivers of behaviour – why are people doing what they are doing? What goal are they trying to achieve? What Core Want are they trying to fulfil?

 

The ultimate goal should be to try and map our qualitative findings to quantitative measures – allowing us to tell the human story, but underpinned by quantitative measures.

 

The work that I have done mapping customer journeys, and experience mapping, has included a process whereby we identified key measures by which we relate qualitative findings to hard numbers – both outside-in, customer focussed (like satisfaction (a.k.a CSat), complaints etc.), and inside-out, business focussed (like trading data, conversion rate, ASP/AOV, returns etc.).

 

This allows you to both understand the psychological process that drives customer behaviour, and articulate it in a meaningful way that highlights and quantifies problems and opportunities.

 

As organisations become more customer centric, this, I believe, is a vital step – an organisation needs to understand customer behaviour and, importantly for the bottom line, understand where to invest in the customer journey to increase sales, loyalty and satisfaction.

 
 

Friday Link Round Up – March 27 2015

Users’ Perception of Product Ratings (New Qualitative & Quantitative Findings)

http://baymard.com/blog/user-perception-of-product-ratings

Ethnographic research drives IKEA’s global success

http://www.experientia.com/blog/ethnographic-research-drives-ikeas-global-success/

John Lewis to trial customer tracking software to speed up collections

http://www.theguardian.com/business/2015/mar/25/john-lewis-customer-software-collections-jlabs-app

Applying Product Thinking to Process Improvement

http://neo.com/2015/02/24/applying-product-thinking-to-process-improvement

The Wearable Web

http://cognition.happycog.com/article/the-wearable-web

Track of the week:

Woke up this morning – Alabama 3 (Exile on Coldharbour Lane version!)

Friday Link Round Up – March 20, 2015

It’s not enough to be fast: how emulating human interaction is key to improving digital communication

http://www.fastcocreate.com/3042288/its-not-enough-to-be-fast-how-emulating-human-interaction-is-key-to-improving-digital-commun

Too much info? Or not enough? Which created a double-digit conversion increase?

https://whichtestwon.com/test/too-much-info-or-not-enough-which-created-a-double-digit-conversion-increase/

Why is Amazon launching a physical store – and what will it mean for retail? (via @leemcivor)

http://www.mycustomer.com/feature/technology/why-amazon-launching-physical-store-%E2%80%93-and-what-will-it-mean-retail/168265

Designing for the Workspace First (via @jackroless)

http://jesseddy.com/blog/2015/03/designing-for-the-workspace-first/

Ikea: 7 Predictions For What Your Home Will Look Like In 2020

http://www.fastcodesign.com/3043407/tech-forecast/ikea-on-7-predictions-for-what-your-home-will-look-like-in-2020

Video of the week:

The Four Horsemen: Amazon/Apple/Facebook & Google – Who Wins, Who Loses?  

https://youtu.be/XCvwCcEP74Q