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Customer centricity: discover needs of target group with interviews

Brand & Corporate Communication

User experience design aims to provide users with a positive experience that will be remembered. This is achieved, among other things, through intuitive interaction. A successful experience combines good design and relevant content. But how do you know what is relevant for the target group? The best way to find out is to ask them.

In the past, target group and their needs were determined based on assumptions. The population was divided into socio-demographic groups. Behavior and interests were assigned to the groups based on their socio-demographic background. But due to the internet, we are facing with a different situation. The customer journey is more individual than ever, customers are very well informed. Today, it is of minimal significance, how old you are, which gender you identify with and where you live. In other words, it is becoming increasingly difficult to determine behavior and interests based on socio-demographic criteria.

What good UX designers have learned is that you often know very little about the target group, or you need to have assumptions confirmed. And this is best done by the target group itself. That’s why we count on interviews with the defined target group to gather a lot of information and to fulfil their needs with our results.

Applied in the customer project of the ITSec4KMU association: cyber security for SMEs

The newly founded association ITsec4KMU supports SMEs in the prevention of cyber attacks and asked us to create an online platform. To ensure that the platform offers an optimal user experience and really meets the needs of SMEs, we conducted interviews with decision-makers and IT managers from SMEs as well as with service providers.

The questions covered a broad spectrum and ranged from general questions about IT security to the assessment of risks, threats and cyber strategies to specific questions about expectations of a cyber security platform.

Platform is being continuously enhanced

In workshops with those who are responsible for ITsec4KMU, we then found out the key findings and requirements for their platform. Based on this, we analysed the corresponding user journeys and created an information architecture for the website with a relevant offer. As a result, SMEs can now find general information, contact points, quick tests, checklists and immediate help in the event of an attack on a clearly structured website. In addition, there are current news from official bodies as well as stories about real cases and how they were dealt with. The website is constantly being improved with new offers and developed in workshops and feedback rounds. For example, we found out that the target group wants to receive information in such a way that they can pass it on directly to their employees. Training and checklists are also helpful so that people can prepare themselves for possible cyber attacks.

How customer focus works in the project

It can happen that, based on the interviewed target group, the client’s brief ends up delivering a different result than originally requested. This demands open-mindedness and a high degree of customer orientation. However, if everyone involved is working together, the result is perfectly aligned with the needs of the target group and thus achieves maximum impact.

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