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Interview with Bob Schumacher

Interview with Bob Schumacher


thank you very much Bob Schumacher sitting beside me is the president of JFK whose research and it’s my pleasure to welcome me lyrics conference or digital innovation into 2016 Brock it’s my pleasure to have you here and we take this silly Capote to do the past few questions which arise from the from the from the from their presentation and we spot it in as well people asking this question so I make a shorter gap and I want to I want to ask you a few questions for listeners sure first question is purpose how does user experience influence relationship to the brand the posters the main topic of your presentations have a seizure experience influence a relationship to the brand I think the really for me that the user experience is essential to the brand it’s essential to the brand for the very fact that if I’m a brand manager and I have to create something for the market my product in this case the user experience that I have is the delivery on that brand promise what we’re finding more and more it is it when we look at consumer trends and we look at how how people work in the market they’re not out to buy products they ought to buy experiences and because they’re buying experiences if if you have a poor experience it reflects negatively on the brand and if you have a positive experience it lifts the brand it builds the brand so in essence there is a very tight relationship there the problem has been that there’s been there a hasn’t been a lot of attention but there’s no there’s no easy and straightforward way to measure that relationship it comes to my neck got next question good new majority weeks impact and how will help to do this began since it seems to be right there are a lot of a lot of brand measures you know NPS scores there’s bright equity scores there is a customer satisfaction scores but what we’re finding is that is that brand marketers don’t really understand user experience enough to generate that that measurement that metric that ties the brand measures together with the user experience measures so we’ve developed a metric that allows us to measure user experiences and it correlates very strongly with brand experiences so you can see as the as the user experience Rises so does the brand equity rise I see so if we neglect the the user experience we in effect neglect the brand yeah this is put the direct link between of these two their readers the data that we have shows that there’s a very there is a very strong positive relationship between increasing the user experience and increasing their brand expanse I could imagine once I measure something I have some arguments or data and I could I could argue through the data yes so what the next yeah so so now what you do is you you figure out where the weaknesses are in your metrics or you look at the weaknesses in your experience I’m sorry based upon the scores that you get you fixed the product where it’s weak then you re measure and you look at the increase in the in the brand scores relative to the UX scores so if you do this on a consistent basis you’ll be able to see how the brand tracks together with the user experience thank you some of them probably that’s that’s a yeah that’s clear that the you have for your overview over the 77 tie moment and you could see how it goes in time so and the other thing that’s interesting is that if you if you look at um if you look at different user groups right so you can measure the user experience and various user groups you can look at the the user experience of different products I see and so you can compare not only the brand relationship but the user experience across different products that’s or across different user groups and find out either you know what you need to do in either in terms of marketing or education or or changes relative to the computing problem no just by comparing the the scores that would get an estimate excellent next question Bocas whole situation is so simple think about who you expect o Commission I mean about above sea level oh yeah I think it’s very interesting because when we will look back historically over the last 10 years or 15 years the there wasn’t as much recognition of of user experience or it was it was deemed as just something that you you put into or that you add it on at the end you just had to make it usable now the the situation is I believe has really begun to change because consumers have the possibility of disposing of applications very quickly if they don’t work if they don’t work for them in the right situation the right time so I think we’ll find that the bigger companies will make that investment because it really needs to be they really are going to get the competition from from startups who are smarter about user experience and it will it will we’ve already been to see that revolution happening yeah sometimes to reboot your organization from the from the sea level people that the it’s ghosts the additional expenses and it goes it some some more money so I didn’t do the product development and it’s not sometimes it’s it’s not great if it’s worth to do this I think there’s really two two ways to to respond to that first is yeah it does seem to cost money but it also costs money to recode it costs money to do things twice right so getting the user vault early in the process and and doing the design right the first time reduces the cost and in the long run I think the the other answer may be a little maybe a little flippant but the other answer is if you think it costs money to do research try not doing research and see how much that costs because you may not have a business if you are not paying attention to the customer if you’re not listening to the customers caring for the customer needs and delivering on that value that you promised in the in the product itself I think you may find those of examples of this yeah there’s this it’s easy to find successful examples it’s harder to find examples where things failed because people have failed to put together that the the good user experience yeah really yeah the sheriff’s that’s right in and do the shank shared but they no longer exist okay okay what directions from your own w-will you extend look further in the next few years hunter well let me let me clarify goop and this way you’re looking for the direction the research directions are you looking for the the field side I mean adoption the field it’s out of the use an experienced approach you will stand regarding the regarding the let’s say for a development yeah I have exceptional I think I think what were what we’re seeing now is we’ve begun to see a mushroom cloud almost of the the kinds of requirements that people are bringing to user experience more and more companies are are seeing the need to do it to put user experience as part of the process because you know they realize to be competitive they look around and see that they’re their competitors are doing things doing things better and so they have to measure against them they’re getting new requirements through from user groups expanding product lines all those times our places where where user experience has to be in the flow of the product development cycle and consequently I think from the user experience point of view we have to adapt and continue to be to be mindful of the pace that the businesses are working so being able to be involved in agile processes understanding the evolution of different kinds of interaction and and being on top of you know what’s the user experience required an Internet of Things or in virtual reality or augmented reality so it’s important for for user experience people to be technically minded but also grounded in the in the skills knowledge and capabilities of the user so that we are better able to put the technology closer to the users capability and that’s what really helps us be successful and everything goes smooth so the user experience become invisible within the native resistant it should be if we’re doing our job right you shouldn’t notice that you’re having to learn you should be engaged you know one of the I think one of the big differences that we’ve seen over the last few years and the differences from from 10-15 years ago is that we’ve really added that emotional component is that we want to be engaged with the things that we use and so the more we can more we can get people not only rational so that our left brain stop but also our the emotional and the right brain interaction we bring those things together we have a much more powerful example of things in this world that we like and can be so I think it’s for free yeah nothing is for free you have together is right it got about to my lights buicks throw says you’re going to make investments you have to make investments in in marketing and in product development and in programming and all of those things are just part of the investment they make to build a successful product so it’s it’s not it doesn’t come free but if you don’t do it you can suffer the consequences and if you do it right it gives you lift in the market relative to to rest of the market we see you know you can see all sorts of really wonderful things happening in the marketplace when you can compete and more and more businesses are competing at the user interface and level because they’re selling the that’s where the differentiation of the product is is is at the is it the delivery of the user experience and that’s a good thing for all of us consumers because now businesses are able to to compete with us on who is who is delivering the best experience and that’s where I’m going to spend my money yeah yeah well I go too much thank you or verse and my pleasure to have you here in Brock and I’m fully to see you one day again well thank you so much we very much enjoyed being here so thank you thank you much thank you you

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