Summary: Customer & Journey

Read the summary and the most important questions on Customer & Journey

• Customer & Journey

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• There are two types of fieldresearch, which ones?

  Qualitative and quantitative.

• The trend research circle

  Detect > scan
  Understand > analyze
  Act > apply

• Trend levels (3x)

  1.Forces
  Digitalization
   
  2.Values and needs
  Creative independency
   
  3.Manifestations of trend
  3D-printing, open source

• Use STEEP method to investigate forces

  - Social
  - Technical
  - Economical
  - Environment
  - Political

• Three types of heatmaps

  1. Click heatmap
  What are customers clicking on?
  
  2. Movement heatmap
  How are customers moving with their mouse?
  
  3. Scroll heatmap
  How far (or not) are customers scrolling on the page?

• With the program usability use you know what visitors of your page think of your page with the help of different tests like:

  1. Preference test
  2. Question test
  3. Five second test
  4. Navigation test

• Criteria five second test (3x)

  1. Visual clarity
  What is the site/image/landing page about?
  
  2. Clarity in message
  What does it say? Is the message understandable in the first 5 seconds?
  
  3. Where do I have to click?
  Call to actions! Message + visual standing out

• Onion model of culture

  1. Symbols
  Symbols are a physical manifestation.
  
  2. Heroes
  Someone (fictive or real) where people look up to.
  
  3. Rituals
  Rituals are collective activities behavior patterns. Changing slowly.
  
  4. Values
  Values are abstract. Mostly remains the same.

• Sapir Whorf hypothesis

  An individuals thoughts and actions are determined by the language or languages that individual speaks.

• Fases culture shock (5x)

  1. Honeymoon
  2. Culture shock
  3. Reorientation
  4. Adaptation
  5. Mastery