Creating a Frictionless Experience: Qualitative Insights to Optimize Channels

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But how? For example, by rethinking how data is structured and reconsidering analysis capabilities. By applying a Human-centered approach, data could be used within machine learning initiatives to more accurately predict consumer behavior and to invest in those interactions (or features) perceived as more significant.



To create frictionless experiences, we need to embrace the perspective of the people we are creating these experiences for. We have said it many times: Human-centered design provides the tools to create empathy, to help understand user behaviors with different products and solutions.

While quantitative data provides us with concrete information (how, when and hong kong whatsapp resource where interactions occur, activity peaks and consumption habits), it does not give us back the reason why those interactions happen in a particular form, nor does it provide insights into context or sentiment. This is why using human-centric design tools can help us open the right conversations and correctly interpret qualitative data, directing the insights obtained towards optimization activities for different channels .

The results of research and analysis of a Human-centered design approach favor the creation of products and services that better adapt to the real needs of customers. Integrating customer feedback into the design process helps companies to orient themselves towards products and services that customers really want. To make the voice of users resonate, it is essential to facilitate communication with the target audience: acquire accurate knowledge of customers (existing and potential), so as to modulate timely messages and offer coherent and pertinent content that reflects the brand's value system and is able to tune in with recipients by conveying useful and significant information for each of them, in a fully omnichannel perspective.