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How to Sell UX Research to Your Clients?

By :
4 minutes read

Let’s begin with some words from the father of modern innovation, Steve Jobs, Design is not just what it looks like and feels like. Design is how it works”.

How the design works is essentially the crux of user experience design. The interaction and connection with any product is achieved by pure experience design. To make the user ‘fall in love’ with the product or experience is the core task of the designer. To achieve intuitive experience, what we need is a strong UX research in place to drive the design process and justify our decisions based on user analysis. This is where the gap exists with most products as the stakeholders don’t see how UX research translates into a business value for the long run. We as UX/UI designers need to convey the monetary impact of research on their product and how it will result in selling more. In the end all they (stakeholders) really care about is MONEY! So let’s show them how UX research will get them more of the BILLS.

How to Sell UX Research?

HOW TO SELL UX RESEARCH?

To sell UX research to your clients, the first approach is to talk about the importance (ROI) of UX research, the methods and tools used in the process. Taking all the UX jargon and dumping it on the stakeholders, in the hopes that they will believe in the process strongly. This can be a little too overwhelming and make it tough for them to comprehend as they don’t know the meaning or the importance of these UX terms like usability, mapping, personas etc. 

We need to first start with the people’s own experiences with products and then convey the UX concepts behind it. Try connecting with them on a common product we all experience, like Google and bond with them. Then we need to instigate a discussion where the stakeholders themselves try to identify the assumptions and hidden complexities of their product. We need to ask small relevant questions and listen carefully and slyly push them to pinpoint the user understanding gap which will further motivate them to get answers. We have to stay away from vague questions and focus more on questions that feel actionable.

You see, once you have posed the questions to them, UX research is not a hard sell and we have everyone’s attention on its relevance and need. In the final step we take all the user research questions we have compiled and discuss the risk levels associated with not answering them. We make them advocate for user research and lead them to believe it is their idea. We need to do this gently and with a positive emotion. Draw some inspiration and insights on how to lead this process from https://alistapart.com/article/how-to-sell-ux-research/ .

Now we know how to lead the pitch, what we need is the backdrop before the pitch. 

How to sell UX Research?

WHAT WE NEED TO PREPARE?

As important the sales pitch is, the time before that probably holds more importance. We need to get all the machinery working beforehand for it to go successfully. We are selling research to our stakeholders so here is where we prove how good we are at it. Research and have a good understanding of UX (obviously), the industry domain in which the product is in, and few successful products benefiting largely because of their focus on UX. A deep understanding of the product and how it is competing in the market is also needed along with their company’s vision and the structure of the management team (if possible would be helpful).

We need research plans and user gaps established from our end and then further break these down to structured questionnaires that we put across to the stakeholders. As researchers and designers it is part of our scope to figure out where the biggest opportunities for improvement lies with the product and how we can add more value to it with our designs. 

For strategizing into the finer details of the sales pitch, do go ahead and give this article a read –  https://www.uxmatters.com/mt/archives/2008/10/selling-ux.php

How to Sell UX Research?

THE TAKEAWAY 

In case you are the kind who don’t like to read and just want the details in under 30 secs, this is for you. 

Successfully selling UX is not talking about its importance but rather pitching the current gaps in the product. It is the soft skills that will help you achieve this goal. Communicating with a clear, positive and enthusiastic emotion towards the product and careful listening skills when people tell you about their business and issues, is what drives this pitch. Selling UX is more about your people’s skill, conversational skills and quick on the feet thinking.

Structuring the pitch and research questions is the main task in hand and this is where you employ your research skills. Research about your users and understand their needs from this project and start asking the questions which leads the stakeholders to believe the need for UX for their own product. Once you pose the questions and give them real life examples is when they start questioning how the screen design will proceed without the relevant answers and they will be proactive in finding the right answers alongside you. It’s not about selling UX, it’s about selling their future product to them.

About the Author: 

Diya is an architect turned UI/UX Designer, currently working at Mantra Labs. She values designing experiences for both physical and digital spaces.

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Retention playbook for Insurance firms in the backdrop of financial crises

4 minutes read

Belonging to one of the oldest industries in the world, Insurance companies have weathered multiple calamities over the years and have proven themselves to be resilient entities that can truly stand the test of time. Today, however, the industry faces some of its toughest trials yet. Technology has fundamentally changed what it means to be an insurer and the cumulative effects of the pandemic coupled with a weak global economic output have impacted the industry in ways both good and bad.

Chart, line chart

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Source: Deloitte Services LP Economic Analysis

For instance, the U.S market recorded a sharp dip in GDP in the wake of the pandemic and it was expected that the economy would bounce back bringing with it a resurgent demand for all products (including insurance) across the board. It must be noted that the outlook toward insurance products changed as a result of the pandemic. Life insurance products were no longer an afterthought, although profitability in this segment declined over the years. Property-and-Casualty (P&C) insurance, especially motor insurance, continued to be a strong driver, while health insurance proved to be the fastest-growing segment with robust demand from different geographies

Simultaneously, the insurance industry finds itself on the cusp of an industry-wide shift as technology is starting to play a greater role in core operations. In particular, technologies such as AI, AR, and VR are being deployed extensively to retain customers amidst this technological and economic upheaval.

Double down on digital

For insurance firms, IT budgets were almost exclusively dedicated to maintaining legacy systems, but with the rise of InsurTech, it is imperative that firms start dedicating more of their budgets towards developing advanced capabilities such as predictive analytics, AI-driven offerings, etc. Insurance has long been an industry that makes extensive use of complex statistical and mathematical models to guide pricing and product development strategies. By incorporating the latest technological advances with the rich data they have accumulated over the years, insurance firms are poised to emerge stronger and more competitive than ever.

Using AI to curate a bespoke customer experience

Insurance has always been a low-margin affair and success in the business is primarily a function of selling the right products to the right people and reducing churn as much as possible. This is particularly important as customer retention is normally conceived as an afterthought in most industries, as evidenced in the following chart.

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        Source: econconusltancy.com

AI-powered tools (even with narrow capabilities) can do wonders for the insurance industry at large. When architected in the right manner, they can be used to automate a bulk of the standardized and automated processes that insurance companies have. AI can be used to automate and accelerate claims, assess homeowner policies via drones, and facilitate richer customer experiences through sophisticated chatbots. Such advances have a domino effect of increasing CSAT scores, boosting retention rates, reducing CACs, and ultimately improving profitability by as much as 95%.

Crafting immersive products through AR/VR

Customer retention is largely a function of how good a product is, and how effective it is in solving the customers’ pain points. In the face of increasing commodification, insurance companies that go the extra mile to make the buying process more immersive and engaging can gain a definite edge over competitors.

Globally, companies are flocking to implement AR/VR into their customer engagement strategies as it allows them to better several aspects of the customer journey in one fell swoop. Relationship building, product visualization, and highly personalized products are some of the benefits that AR/VR confers to its wielders.  

By honoring the customer sentiments of today and applying a slick AR/VR-powered veneer over its existing product layer, insurance companies can cater to a younger audience (Gen Z) by educating them about insurance products and tailoring digital delivery experiences. This could pay off in the long run by building a large customer base that could be retained and served for a much longer period.

The way forward

The Insurance industry is undergoing a shift of tectonic proportions as an older generation makes way for a new and younger one that has little to no perceptions about the industry. By investing in next-generation technologies such as AR/VR, firms can build new products to capture this new market and catapult themselves to leadership positions simply by way of keeping up with the times.

We have already seen how AR is a potential game-changer for the insurance industry. It is only a matter of time before it becomes commonplace.

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