69 Post in
Brain bites: 2 min insights

Expectations Modelling

In a previous post, I explained that one of the keys to providing a quality service is ensuring that customer expectations are met. I also explained that in order to meet expectations, an accurate understanding of what they are, based on research, is vital.

In this post I’d like to share with you a tool that we use to help organisations explore, set and meet customer expectations throughout the customer journey. Importantly, it’s a tool that can be used to zoom in on a particular activity or interaction and understand how effectively expectations are being communicated and delivered.

Focussing on activities this way is helpful because user expectations vary depending on which stage of interaction a user is at, in addition, expectations can be influenced by previous interactions and impact upon subsequent interactions.

As this example shows, expectations modelling involves exploring each expectation in turn and answering the following questions:

  • Does the organisation need to communicate this expectation to customers?
  • Is the organisation currently communicating in such a way that sets this expectation?
  • How is the organisation currently communicating this? (It could be that this expectation is being set at another point in the journey or through a variety of communication channels).
  • How should the organisation be communicating this? (It could be that the communication would be more effective at another point in the customer journey or through different communication channels.
  • Does the organisation need to deliver on this expectation? (They may not need to, or be able to due to business strategy, regulations etc, however, if a decision is taken to not meet a customer expectation there is still work to do in resetting that expectation so customers are not disappointed).
  • Is the organisation currently delivering in line with this expectation?
  • How are they currently delivering around this? (If the organisation is not currently meeting the expectation, describe how it is not met.)
  • How should they be delivering this to meet the expectation, or do they need to reset the expectation somehow? (This recommendation could include process and resourcing changes, for example, that need to be made to allow the organisation to deliver in line with customer expectations.)

Want help understand your customers’ expectations and how you can best deliver on them? We would love to help you.

Want to learn more?


Empty states: why they are important

What is an empty state?

You may be wondering what an empty state is. I’m sure, at least once in your life, you have found yourself seeing a blank screen with no data and no guidance, not knowing what to do next.


What is a diary study?

A diary study helps provide insight into overall behaviour and experience.  The method involves people recording specific events, feelings or interactions, in a diary supplied by the researcher.


How to name your service

When approaching a problem or something you need to do, you start with a goal in mind, rather than the service you need to access or the tool you need to do the job. As Theodore Levitt (an economist and professor at Harvard Business School) said:

People don’t want to buy a quarter-inch drill; they want a quarter-inch hole!


Bunnyfoot talks ‘Inclusive by default’ at the University of West London

Last week we visited the University of West London to give a talk about being ‘inclusive by default’. Having worked extensively in this area for many of the UK’s biggest companies, we wanted to inspire undergraduate computer science and design students to make sure their future products include participants with access needs as a part of their standard research sample.


Top tips for running Accessibility Testing

March 9, 2017
Posted by in Brain bites: 2 min insights
Tags:

There are around 12 million of us with disabilities in the UK, amounting to 19% of the population. With almost 1 in 5 people having access needs and the majority of them having acquired their disability later in life (Disability facts and figures, 2016), you would think that all products are designed with accessibility in mind. But this is far from reality.


Why you should design and audit services holistically

February 17, 2017
Posted by in Brain bites: 2 min insights
Tags:

In both theatre and service design, everything that is happening off-stage has an impact on what is happening on-stage and on the customer’s overall experience. It is therefore key to design and audit services holistically to understand how everything works together and identify the issues and opportunities.


Service Design for Changing Needs

We’re all familiar with Maslow’s hierarchy of needs, but have you ever considered the breadth of different human needs within each of these categories? User needs can be vast and unexpected!


5 tips for creating positive, share-worthy service experiences

January 19, 2017
Posted by in Brain bites: 2 min insights
Tags:

In a recent study, we found that people are just as likely to share a positive experience (48%) with your service as a negative one (51%) when looking across all channels.

So it’s clear that providing a positive service experience encourages people to share it, whether that’s in conversation with family/friends/colleagues on social media channels (i.e. Facebook, Twitter) or writing a review or email.


The Pros and Cons of conducting Usability Testing with multiple participants at the same time

Our lead Usability Testing course trainer Cathy Carr recently encountered an interesting question from one of her attendees: ‘Would you ever test with more than one participants in a single session?’. The short answer is ‘yes’. Surprised?


Read enough? Get in touch...

Contact Caroline Bentley to discuss your needs:
0207 608 1670 more@bunnyfoot.com

Or come visit us, we have offices in Oxford, Sheffield and London.