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Conversion-Killer in Onlineshops - Identifikation von Kundenorientierung anhand von Mimikindikatoren
(2018)
Mimik als Ausdrucksform von Emotionen ist, seitdem es die Menschheit gibt, ein zentrales Verständigungsmittel in der Kommunikation. Da das Gegenüber in der Interaktion heute in vielen Situationen des täglichen Lebens eine Maschine ist, wäre es vorstellbar, dass die Mimik als Emotionsträger und Kommunikationsmittel seine Bedeutung verliert. Dies ist ein Irrtum: In der vorliegenden Untersuchung wird im Rahmen einer umfassenden Studie festgestellt, dass Mimik von der menschlichen Kommunikation schwer trennbar ist und auch in der Interaktion mit Maschinen unvermindert auftritt. Diese Erkenntnis kann Unternehmen helfen, den Mensch-Maschine-Dialog genau zu analysieren, um erfolgsmindernde Kundenirritationen zu eliminieren und die Abläufe optimal auf die Bedürfnisse der Nutzer anpassen zu können.
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”.
Medical devices accompany our everyday life and come across in situations of worse condition, in significant moments concerning the health or during routine checkups. To ensure flawless operations and error-free results it is essential to test applications and devices. High risks for patient’s health come with operating errors [33] so that the presented research project, called Professional UX, identifies signals and irritations caused by the interaction with a certain device by analyzing mimic, voice and eye tracking data during user experience tests. Besides, this paper will provide information on typical errors of interactive applications which are based on an empirical lab-based survey and the evaluated results achieved. The pictured proceeding of user experience tests and the following analysis can also be applied to other fields and serves as a support for the optimization of products and systems.
Top-level staff prefers to live in urban areas with perfect social infrastructure. This is a common problem for excellent companies (“hidden champions”) in rural areas: even if they can provide the services qualified applicants appreciate for daily living, they fail to attract them because important facts are not presented sufficiently in social media or on the corporate website. This is especially true for applicants with families. The contribution of this paper is four-fold: we provide an overview of the current state of online recruiting activities of hidden champions (1). Based on this corpus, we describe the applicant service gap for company information in rural communes (2). A study on user experience (UX) identifies the applicants’ wishes and needs, focusing on a family-oriented information system on living conditions in rural areas (3). Finally, we present the results of an online survey on the value of such information systems with more than 200 participants (4).
To reach customers by dialog marketing campaigns is more and more difficult. This is a common problem of companies and marketing agencies worldwide: information overload, multi-channel-communication and a confusing variety of offers make it hard to gain the attention of the target group. The contribution of this paper is four-fold: we provide an overview of the current state of print dialog marketing activities and trends (I). Based on this corpus we identify the main key performance indicators of dialog marketing customer interaction (II). A qualitative user experience study identifies the customer wishes and needs, focusing on lottery offers for senior citizens (III). Finally, we evaluate the success of two different dialog marketing campaigns with 20,000 clients and compare the key performance indicators of the original hands-on experience-based print mailings with user experience tested and optimized mailings (IV).
Im Rahmen des Forschungsprojekts Professional UX entwickelt die Hochschule Offenburg gemeinsam mit dem Softwarehaus Dr. Hornecker in Freiburg eine innovative Systemlösung, die es ermöglicht, anhand von Mimik, Stimme und Blickverlauf beim Nutzer entstehende Emotionen bei der Nutzung interaktiver Anwendungen zu erfassen und zu interpretieren. Ziel der Untersuchung ist es, Indikatoren zu identifizieren, die eine exakte Zuordnung von wahrgenommenen Reizen zu den jeweils ausgelösten Emotionen erlauben. Sobald negative Emotionen wie Ärger oder Unsicherheit auftreten, kann dieser erfasst und im Nachgang der jeweils irritierende Reiz eliminiert werden. Das Projektteam hat einen ersten Prototyp für die Professional UX Systemlösung in Form von Hard- und Software entwickelt, mit dem es möglich ist, UX-Messungen während der User Interaktion durchzuführen und automatisiert mithilfe von KI auswerten zu lassen.
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.
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).
Due to the pandemic of 2020, many teaching and research institutions are confronted with extraordinary working conditions. In order to enable empirical data collection under these special circumstances, teachers and scientists need to respond flexibly and new concepts need to be developed. This paper deals with the challenges that arise in day-to-day teaching and provides different approaches to meet these challenges. It covers quantitative surveys, remote UX-testing methods as an alternative to eye tracking studies in the lab, as well as face-to-face user experience testings under strict hygiene measures.
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.
Empirische Forschung als Herausforderung im laufenden Lehrbetrieb – Lösungsansätze aus der Praxis
(2022)
Um empirische Forschung auch unter außergewöhnlichen Bedingungen zu ermöglichen, ist es notwendig, flexibel zu reagieren und neue Konzepte zu entwickeln. Dieser Beitrag befasst sich mit den Herausforderungen, die sich aufgrund der Corona-Pandemie im Lehralltag ergeben und bietet verschiedene Ansätze, um diesen Herausforderungen zu begegnen und Forschung zu betreiben. Er betrachtet ein Fallbeispiel aus der quantitativen Marktforschung, sowie Online-Alternativen zu Eye-Tracking-Studien und Möglichkeiten für User-Experience-Testings im Labor unter strengen Hygienemaßnahmen.
As a university it is more and more difficult to reach all target groups equally. Common problems like information overload, numerous institutions with same focuses or multi-channel-communication make it hard to gain the attention of the target group. This paper is four-fold: we present an overview of the state of art and the importance of the study (I), based on which we highlight the approach to user experience analysis. First, we identified the irritations in the course of an expert evaluation (II) and verified them within the test, including the target groups (III). Finally, based on the results, we were able to pro-vide recommendations for action to improve the UX and to be used for the conception of an intranet (IV).
Due to the increasing aging of the population, the number of elderly people requiring care is growing in most European countries. However, the number of caregivers working in nursing homes and on daily care services is declining in countries like Germany or Italy. This limits the time for interpersonal communication. Furthermore, as a result of the Covid-19 pandemic, social distancing during contact restrictions became more important, causing an additional reduction of personal interaction. This social isolation can strongly increase emotional stress. Robotic assistance could contribute to addressing this challenge on three levels: (1) supporting caregivers to respond individually to the needs of patients and residents in nursing homes; (2) observing patients’ health and emotional state; (3) complying with high hygiene standards and minimizing human contact if required. To further the research on emotional aspects and the acceptance of robotic assistance in care, we conducted two studies where elderly participants interacted with the social robot Misa. Facial expression and voice analysis were used to identify and measure the emotional state of the participants during the interaction. While interpersonal contact plays a major role in elderly care, the findings reveal that robotic assistance generates added value for both caregivers and patients and that they show emotions while interacting with them.
The present paper addresses the research question: What recommendations for action and potential adjustments should an online magazine for beauty and fashion implement in order to make affiliate articles in these sections even more appealing to the target group and provide added value for them?
To be able to answer this research question, three hypotheses were defined and tested with using qualitative and quantitative research. The qualitative research consisted of user experience testings, where four affiliate articles in the fields of beauty and fashion were tested with 13 participants. The quantitative research involved collecting, analyzing and evaluating data from the four affiliate articles conducted with the company's real-life target group. Based on these results, recommendations for action were derived, which should not only improve the quality of the content in the future, but also increase the efficiency of the implementation of those articles.
Public educational institutions are increasingly confronted with a decline in the number of applicants, which is why competition between colleges and universities is also intensifying. For this reason, it is important to position oneself as an institution in order to be perceived by the various target groups and to differentiate oneself from the competition. In this context, the brand and thus its perception and impact play a decisive role, especially in view of the desired communication of the institution's own values and its self-image, the brand identity. To this end, emotions serve as an approach to creating positive stimulation and brand loyalty.