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User Needs & COVID-19
How to tune into your customer needs
during rapidly changing times
Presented by AJ Davis, Founder of...
In Kind
Agenda
What we’ll cover
▪ Customer impact of COVID
▪ How to stay aware of your customer needs
▪ Understand what customers ...
Intro to AJ Davis
Experiment Zone
AJ loves helping brands improve their conversion rates
by improving customer experiences...
Customer Impact of COVID-19
Customers + COVID-19
Rewind
Customers + COVID-19
2020 Changes
Major shifts
▪ Where & how customers spend
their time
▪ Priorities (health)
▪ Online vs....
Customers + COVID-19
2021 and Beyond
Big Questions remain.
▪ What sticks?
▪ What continues to shift?
▪ What new problems e...
Customers + COVID-19
Should we care?
COVID-19 is making an impact
▪ You could lose competitive advantage
▪ The market won’...
What about your customers?
Your Customers
Ask - and Listen
Customer needs are changing:
- Quickly
- Differently by customer segment
- Difficult to ant...
Intro to User Research
What is it?
User research focuses on understanding:
▪ behaviors
▪ needs
▪ motivations
….through obs...
Toolkit
How do we find answers?
Adapted from NNGroup’s A Landscape of User Research Methods
https://www.nngroup.com/article...
Needs today
Pulse on today
Why does it matter?
Life has changed rapidly - professionally and personally.
The pain point you solve may ...
Pulse on today
How to understand
Schedule regular “listening sessions.”
- Ask the same questions to 3-5 customers each mon...
Pulse on today
Questions to ask
1. How are you using [our product] today?
2. What has surprised you about using [our produ...
Anticipating future needs
Future Needs
How to uncover
Customers don’t accurately predict their future
behavior.
Focus instead on:
- Current struggle...
Future Needs
Who to ask
1. Current Customers.
Understand how they have been impacted & emerging pain points.
2. Target Nic...
Future Needs
Questions to ask
Ask your customers:
- How has 2020 impacted your life?
- How does this make you feel?
- What...
Research tips for 2020
User Research
COVID-19 Context
Anxiety levels are high.
▪ Give research participants
enough time to do tasks and
answer qu...
User Research
During a Pandemic
#1 - Focus on connecting remotely.
#2 - Increase your frequency to check in with customers...
Remote User Research
Tools & technology
Usability Testing Tools
Participant Recruitment Platforms Additional Tools
Next Steps
Visit Us
Need help understanding customer needs?
▪ Find out about what we do at ExperimentZone.com
▪ Listen to ...
Questions?
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User needs & Covid-19: How to tune into your customer needs during rapidly changing times

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COVID-19 represents unprecedented opportunity to get left behind - or address real and new problems.

During this session, we'll discuss specific and actionable ways to stay in tune with your target audience, so you can understand where they are today and anticipate what they need in the future.

We'll explore ways to connect, collect data, and take action on these insights.

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User needs & Covid-19: How to tune into your customer needs during rapidly changing times

  1. 1. User Needs & COVID-19 How to tune into your customer needs during rapidly changing times Presented by AJ Davis, Founder of Experiment Zone
  2. 2. In Kind
  3. 3. Agenda What we’ll cover ▪ Customer impact of COVID ▪ How to stay aware of your customer needs ▪ Understand what customers need today ▪ Anticipate emerging needs ▪ Adjustments to your research approach
  4. 4. Intro to AJ Davis Experiment Zone AJ loves helping brands improve their conversion rates by improving customer experiences. Expertise: - User research, analytics, and conversion rate optimization - Finding user experience issues & solving them Reach me aj@experimentzone.com LinkedIn
  5. 5. Customer Impact of COVID-19
  6. 6. Customers + COVID-19 Rewind
  7. 7. Customers + COVID-19 2020 Changes Major shifts ▪ Where & how customers spend their time ▪ Priorities (health) ▪ Online vs. Offline Images Source: Bain. Sept 23, 2020. Available at: https://www.bain.com/insights/shaping-the-consumer-of-the-future/
  8. 8. Customers + COVID-19 2021 and Beyond Big Questions remain. ▪ What sticks? ▪ What continues to shift? ▪ What new problems emerge? Source: Bain. Sept 23, 2020. Available at: https://www.bain.com/insights/shaping-the-consumer-of-the-future/
  9. 9. Customers + COVID-19 Should we care? COVID-19 is making an impact ▪ You could lose competitive advantage ▪ The market won’t look the same “on the other side” ▪ Old customer data doesn’t reflect current needs
  10. 10. What about your customers?
  11. 11. Your Customers Ask - and Listen Customer needs are changing: - Quickly - Differently by customer segment - Difficult to anticipate Talking to customers is more important that ever before.
  12. 12. Intro to User Research What is it? User research focuses on understanding: ▪ behaviors ▪ needs ▪ motivations ….through observation techniques, task analysis, and other feedback methodologies. Definition adapted from Usability.gov (https://www.usability.gov/what-and-why/user-research.html)
  13. 13. Toolkit How do we find answers? Adapted from NNGroup’s A Landscape of User Research Methods https://www.nngroup.com/articles/which-ux-research-methods/ A/B Testing Usability Testing Analytics Analysis Email SurveysInterviews Intercept SurveysFirst Impression Testing Card Sorting & Tree Testing Click Tracking Analysis Heuristic Review Expert Review Why Behaviors
  14. 14. Needs today
  15. 15. Pulse on today Why does it matter? Life has changed rapidly - professionally and personally. The pain point you solve may not exist. - May exist in a new form. - May exist alongside new problems. You can make a bigger impact by keeping your ear to the ground.
  16. 16. Pulse on today How to understand Schedule regular “listening sessions.” - Ask the same questions to 3-5 customers each month to identify emerging pain points early. - Create simple survey questions in the context where your customers are.
  17. 17. Pulse on today Questions to ask 1. How are you using [our product] today? 2. What has surprised you about using [our product] in 2020? 3. What impact does [our product] have on your personal/professional life? 4. If you could make any change to our product today, what would it be and why?
  18. 18. Anticipating future needs
  19. 19. Future Needs How to uncover Customers don’t accurately predict their future behavior. Focus instead on: - Current struggles - Changes since pre-COVID - How needs evolved throughout COVID Keep the conversation going!
  20. 20. Future Needs Who to ask 1. Current Customers. Understand how they have been impacted & emerging pain points. 2. Target Niche. Confirm their pain points continue to align with your offer. 3. Cast wider net. Think broader. New opportunities are emerging rapidly.
  21. 21. Future Needs Questions to ask Ask your customers: - How has 2020 impacted your life? - How does this make you feel? - What has brought you the most joy this year? - What has brought you the most pain this year? - What has changed the most in your life this year? - What has surprised you the most between March/April and today?
  22. 22. Research tips for 2020
  23. 23. User Research COVID-19 Context Anxiety levels are high. ▪ Give research participants enough time to do tasks and answer questions. ▪ Show compassion & empathy. ▪ Set clear expectations for the conversations. Images Source: Accenture, April 28, 2020. Available at: https://www.accenture.com/us-en/insights/consumer-goods-services/coronavirus-consumer-behavior-research
  24. 24. User Research During a Pandemic #1 - Focus on connecting remotely. #2 - Increase your frequency to check in with customers & their needs. #3 - When talking, leave time for exploring the anxiety / emotions around 2020. Avoid questions that could be tone-deaf. #4 - Ask about concrete differences instead of anticipating future behavior. #5 - Explore broader context in conversations with customers.
  25. 25. Remote User Research Tools & technology Usability Testing Tools Participant Recruitment Platforms Additional Tools
  26. 26. Next Steps Visit Us Need help understanding customer needs? ▪ Find out about what we do at ExperimentZone.com ▪ Listen to AJ’s new podcast about user research: SoundCloud.com/StartupInsights Or let’s get a virtual coffee! Message me at aj@experimentzone.com
  27. 27. Questions?
  • jane555

    Oct. 26, 2020

COVID-19 represents unprecedented opportunity to get left behind - or address real and new problems. During this session, we'll discuss specific and actionable ways to stay in tune with your target audience, so you can understand where they are today and anticipate what they need in the future. We'll explore ways to connect, collect data, and take action on these insights.

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