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We’re fresh off the heels of Adobe MAX, a conference packed with ideas and most importantly, creativity. It was three days of non-stop conversations and inspiration with some of the industry’s leading designers and product managers, allowing us to get valuable insight into upcoming trends.
One of the biggest themes we picked up on at the conference was, not surprisingly, the concept of “experience design.” In the past, the concept of user experience (UX) was a unifying practice and goal, but over the years the idea has evolved. Customer experience (CX) wasn’t far behind, and now we’re seeing experience design (XD) used more and more to more effectively capture the wide range of people’s experiences.
In the opening keynote, the Adobe team discussed how design is becoming a driving factor in purchase decisions. “What does the experience make us feel?” was a foundational question asked during the keynote, which raises an important point. Now, more than ever, consumers want something that resonates with them and expect their experiences to be thoughtful and personalized. Consumers want to feel like the apps or websites they use intuitively know what they want next—without them having to ask for it. Adobe CEO Shantanu Narayen said,
Design-led thinking leads to better customer experiences and builds customer loyalty.
Interfaces are increasingly becoming the way people are interacting with each other and the world around them. It’s important to make sure that those experiences are delighting your customers everywhere.
It was amazing to see how professionals increasingly understand that data alone just doesn’t cut it. Now you need to be making direct contact with your customers to get a true understanding of what they’re looking for.
It wasn’t all work and no play at Adobe MAX. Adobe and other vendors in the Community Pavilion created fun and engaging experiences that brought their online experiences to life. We used Adobe tools to draw images that were then laser cut into wooden boxes. Designs were brought to life at Selfie Park where you could walk amongst the art and take pictures in a world that only existed in the artist’s mind previously.
The line between digital and real-world experiences is fading. Companies that deliver great experiences are focused on their customer and any and all kinds of experiences they could have with the brand. Everything from online, in-store, post-purchase, customer service and more, make up the experiences customers are gauging that determine their loyalty.
If you’d like to learn more about how UserTesting can help you understand your customers through on-demand human insights, contact us here. Photo credit: Adobe