12/08/2019
By
MJV Team

3 User-Experience cases that we separated for you

User-Experience (UX), the engineering and design method that creates products that work best for the intended user.

User Experience has been gaining more and more strength, especially in companies that have already taken on a digital transformation and seek to continuously innovate.

In this article, in addition to digging deeper into the theme, you will also see how it’s applicable to the everyday.

Continue reading to check out some of our success stories with User-Experience!

User-Centrism: More Than a Trend, A Business Model

Users should be included in the design process through surveys and tests. Without this, you can’t practice User-Experience.

In concise English, the User Experience is the art of putting the user in the center of the project.

It is to reconcile their needs, longings and satisfaction with the objectives of the product or service.

To better understand this, we need to turn to the concept of User-Centrism. But what is it? User-Centrism is a concept created by Rick Levine, Christopher Locke, Doc Searls and David Weinberger.

In the book The Cluetrain Manifesto (1999), these authors described the notion that consumers are increasingly controlling how services are delivered to them, rather than being forcefully managed by suppliers.

In practice, by utilizing User-Centrism in the development of digital product platforms and applications, for example, you can create more usable interactive systems. This is done with the application of human/ergonomic factors and knowledge in usability and its techniques. It’s the User-Experience in the state of the art!

→ Gain a better understanding by reading our article on Big Tech in the insurance market.  Here, we show you how a User-Centric strategy can help insurers cope with competition from startups!

Why companies are investing in User-Experience strategies

Now, why would a company invest in User-Centrism, having the user experience as a guide for its projects?

The answer is simple: there are several benefits, in terms of the business model itself, but also in increasing revenue. And that’s what you’ll see next.

User-Experience increases sales

Consumers want products and services that meet their needs, that are easy to use and that deliver some kind of benefit.

When creating offers with a good user experience, organizations sell more and do it better. They differentiate themselves from the competition and, as we all know, market competition is getting fiercer all the time.

Customer Loyalty 

If we look deeply at the call volume at Customer Service Centers for diverse companies, a sad reality begins to appear: bad user experiences, which harms the brand and loses customers.

Excellent user experiences satisfy existing customers and encourage loyalty. These consumers are more likely to make repeated purchases, renew their subscriptions (when that is the case) and become “spokespeople” for the brand.

Provides development that is quicker and cheaper

User Experience methods save time and money. A skilled professional who can quickly test and interact in order to validate projects and can help prevent change requests and missed requirements later in the development process.

Estimates from researchers indicate that a one-dollar problem fixed in the project phase becomes a $5 problem in the development stage and a $30 problem after the product is released.

Reduces documentation and training costs

Speaking of digital products: few people read the complete documentation of the product for fun. Most users prefer to start using a product and discover it as they move forward.

The more intuitive a system is, the less documentation the user will have to read to understand it. While some enterprise systems may require training, the faster a user can start using it, the faster they become productive.

The same goes for other types of products and services, no one wants to memorize an instruction manual in order to use something properly and therefore ensure a good experience.

User-Experience in practice: 3 success cases of MJV

The icing on the cake is our reflection on how the user-experience can transform your business, we set apart three success stories. These are projects in which our team applied a User Experience strategy. See for yourself!

  1. One of the largest hospitals in Latin America balances patient and team needs and transforms the user’s journey

About 99% of the patients in this hospital said they were satisfied. It so happens that in order to get that result, the team was overloaded.

The challenge was, therefore, on how to balance the satisfaction indexes and the performance of the team. MJV consultants got to work redesigning the user experience by applying Design Thinking techniques in three key areas:

  • imaging diagnostics center
  • Oncology
  • Emergency Room

This way, a new experience was created in the patient’s journey, besides the development of a roadmap for implementation with 53 improvements. This helped make the processes much simpler and leaner—and kept patients satisfied with the hospital. 

→ Read the case in full: Redesigning the cancer patient experience seeking to humanize healthcare!

  1. Design Thinking allows you to develop solutions from cross-referencing information in a mega-company in the consumer goods sector

The customer relations center of a Fast-Moving Consumer Goods company needed to reshape its strategic positioning. Therefore, MJV was called to refine the relationship between the brand and the consumers, with a more personalized service.

The biggest challenge in the project was defining the personas from the analysis of data about the customer’s interactions with the company, lending support to new services in the sector, with approaches closer to the reality of consumers.

In summary, different blueprints were generated. They also conducted a workshop with multidisciplinary teams within the company. These initiatives helped map the business processes of the teams involved with the service, identifying roles and functional interdependencies.

Design Thinking techniques were applied to the personas. With this, profiles with needs, habits, desires and particular characteristics were created, such as gender, age, place of residence and nationality. They synthesize behaviors observed from an analysis of the database.

Starting with the personas, the realization of prototypes became more objective and effective. And that allowed us to reach the expected results.

→ Read the case in full: Data Driven Personas: transforming customer service into a strategic insights tool for a large FMCG company

  1. One of the largest insurance groups in the country redesigns your communications, improves customer experience and reduces costs

Insurers deal with fairly complex legislation. This ends up making communication with customers quite technical, full of terms that require working knowledge of the meanderings of the insurance market.

In the project, the insurance company needed to break down this barrier. The challenge was to better understand users (the insured) in order to create simple, more direct and efficient communication.

The MJV team applied Design Thinking techniques, as well as methods such as Ethnography, among others. Thus, he managed to dive deep into the reality of the insurance company’s clients, and from that, helped “translate” the “insurance-speak”.

In addition to the results in terms of processes and brand image, this project also led to cost reductions for the company.

Total success: savings of R$ 2 million reais with the termination of paper policies for policyholders, besides reducing the rate of conflicts with customers in the call center by 50%.

Read the case in full:  Translating insurance-speak: MAPFRE adapts communications and saves 2 million reais!

So what do you think? Were we able to show you how investing in User-Experience can be a game-changer for your business? Download the e-book now User Experience — Why and how to steer your business towards the user!

Back