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In an experience economy market competition in software branches is becoming more and more intense. Technical innovations, global retail practices and the multidimensional conception of experiences provide both opportunities and challenges for companies worldwide. Retailers strive for an optimized conversion rate, but poor UX still abound. Particularly Germany-based companies are less evolved in an international comparison of industrialized economies. The value of integrating users in the development process is recognized, but methodologies must carefully be incorporated into existing agile workflows. The goal of this study is to bridge the gaps between internal agency and external client and user interests. The contribution is four-fold: an overview of the current status of customer centricity in the E-Commerce branch of trade is provided (I). Based on this corpus, a methodical framework, aiming to incorporate the experience logic in UX practices within an agile project team, is presented (II). The framework is applied by a single case study - the shop relaunch of a motorbike accessory store (III). Finally, all interest groups (UX, development and project management) are incorporated in the qualitative content analysis (IV).
As one result of the digital transformation in the automotive industry, new digital business models comprising software-based solutions are demanded by OEMs. To adequately meet these new requirements, automotive suppliers implement interdisciplinary roles – called Customer Solution Designers. However, due to the novelty, the Customer Solution Design research field is not yet well developed, neither in theory nor in practice. Besides giving an overview of the current state of the Customer Solution Design research field, the core of this paper is two-fold: Based on the conduction of 14 guided expert interviews with selected experts of a large German automotive supplier, we establish a uniform understanding of the Customer Solution Design role by using the Role Model Canvas (I). In addition, a case study strategy comprising two software-based projects, which are executed by a large German automotive supplier, is used to derive a common approach for Customer Solution Design in the context of an agile business framework (II).
A car is only useful, when it runs properly – but keeping a car it running is getting more and more complex. Car service providers need a deep knowledge about technical details of the different car models. On the other hand car producers try to keep this information in their ownership. Digital data collection takes place every second on the car´s product life cycle and is stored on the car producers´ servers. The contribution of this paper is three-fold: we will provide an overview of the current concepts of intelligent order assistant technologies (I). This corpus is used to come to a more precise description of the specific service performance aspects (II). Finally, a representative empirical study with German motor mechanics will help to evaluate the wishes and needs regarding an intelligent order assistant in the garage (III).
Automotive service suppliers are keen to invent products that help to reduce particulate matter pollution substantial, but governance worldwide are not yet ready to introduce this retrofitting of helpful devices statutory. To develop a strategy how to introduce these devices to the market based on user needs is the objective of our research. The contribution of this paper is three-fold: we will provide an overview of the current options of particulate matter pollution solutions (I). This corpus is used to come to a more precise description of the specific needs and wishes of target groups (II). Finally, a representative empirical study via social media channels with German car owners will help to develop a strategy to introduce retrofit devices into the German market (III).
Emotionen sind Teil jedes menschlichen Wesens: Sie begleiten Konsumenten und Konsumentinnen durch alle Alltagssituationen – auch und insbesondere bei Kaufentscheidungen. Jedoch war es bisher nur bedingt möglich, diese Emotionen im Dialogmarketing genau zu erfassen und zu interpretieren. Die innovative Customer Experience Tracking Methode der Hochschule Offenburg ermöglicht eine verzerrungsreduzierte Messung und Auswertung von Kundenemotionen, die vor, während und nach der Benutzerinteraktion mit Dialogmarketingaktivitäten auftreten. Aus den im Labor oder im Feld gewonnenen Untersuchungsergebnissen lassen sich konkrete Handlungsempfehlungen ableiten, um Dialogmarketingangebote im Offline-, Online- oder crossmedialen Bereich optimal auf die Bedürfnisse und Erwartungen der Kunden und Kundinnen auszurichten.
Emotionen sind Teil jedes menschlichen Wesens: Sie begleiten Konsumenten und Konsumentinnen durch alle Alltagssituationen – auch und insbesondere bei Kaufentscheidungen. Jedoch war es bisher nur bedingt möglich, diese Emotionen im Dialogmarketing genau zu erfassen und zu interpretieren. Die innovative Customer Experience Tracking Methode der Hochschule Offenburg ermöglicht eine verzerrungsreduzierte Messung und Auswertung von Kundenemotionen, die vor, während und nach der Benutzerinteraktion mit Dialogmarketingaktivitäten auftreten. Aus den im Labor oder im Feld gewonnenen Untersuchungsergebnissen lassen sich konkrete Handlungsempfehlungen ableiten, um Dialogmarketingangebote im Offline-, Online- oder crossmedialen Bereich optimal auf die Bedürfnisse und Erwartungen der Kunden und Kundinnen auszurichten.
Digitale Kundeninteraktionen haben in den letzten Jahren enorm an Bedeutung gewonnen: Sowohl im B2B als auch im B2C sind weite Teile der Interaktion digital bzw. hybrid konzipiert. Ob ein bargeldloser Bezahlvorgang an der Kasse, ein Bestellformular beim Onlinekauf oder der Kauf einer Bahnfahrkarte am Automaten – die Kunden und Kundinnen haben digitale Interaktionen in vielfältigen Varianten bereits erlebt und kommen mehr oder weniger gut damit zurecht.
Bank and trust – two words but one meaning in customers’ minds. When interacting with financial service providers, customers are consistently looking for “trust signals” that comfort their decisions and “distrust signals” which create doubt. Therefore, service providers need a deep understanding of the customers’ requirements and wishes. To identify trust and distrust signals, we combine established user experience research methods with a new testing procedure to gain helpful recommendations for optimizing the online appearance of banks. The contribution is divided into three parts: Firstly, we investigate current approaches in the financial service industry. Secondly, we provide a corpus describing the relationship between the customers’ perception of a bank’s website and trust. Thirdly, an empirical study based on qualitative user experience testing with banking website customers shows the value gained by optimizing the banks’ virtual interface by enhancing “trust signals” and avoiding “distrust signals”.