As part of the #TTLPresents webinar series, we invited Melissa Boyle, UX Planner at user experience and design agency, Fathom, to host a webinar focused on ‘Producing Performance during a Pandemic’.
Mel and her team at Fathom are no stranger to the Tomorrow Lab or the #TTLPresents stage. We love hearing their perspective and innovative thinking on user experience, brand building and customer satisfaction.
Whether you tuned in or missed out, you can watch the webinar or read through our round-up below.
The COVID-19 Landscape
During COVID-19, businesses searched for ways to:
- Support employees
- Support customers
- Help industries in demand
This resulted in many great things happening. Businesses like local company Hero Shield were formed as a solution to a problem; a collective of companies coming together and producing safety visors for key workers, in response to a shortage of PPE during the epidemic.
Consumers (who may or may not have previously been digitally saavy) also turned to digital in just 8 weeks – something that may otherwise have taken years to overcome.
Adapting New Behaviours
Consumers have picked up new habits and behaviours. It is important to understand these and implement relevant adaptations.
- Many people (including Mel’s Granda) turned to digital, accessing Facetime to keep in touch with family and friends while staying safe at home
- Google search trends changed, as people around the world looked to online resources to keep them entertained and informed
- Compared to pre-COVID-19, consumers were in a different (often anxious), state of mind. There was therefore a need for brands to revisit their customer journeys and website design, to build brand loyalty – giving customers what they need when they want it, and to personalise their customer experience according to user need
Consumers habits and preferences have changed. It’s time to review your customer personas.
- A pre-COVID-19 audience persona, such as the ‘over 65s who previously never ordered grocery deliveries or shopped online’ may now be outdated. This group may have continued their lockdown-learnt habits and be shopping online twice as much!
- It’s not just audiences that need to be considered, but location too – those residing in urban areas may have faster broadband and download speeds than those living in rural areas
- Taking into consideration user experience in terms of a user with a disability. How can you make this person’s user experience better? It’s important to consider that this may not be an isolated audience – what works for one audience on a permanent basis could work for others, even on a temporarily
- For example – A person with an arm disability’s user experience could be similar to someone who has a temporary arm injury, or a new parent holding a baby
Considering Technology as an Enabler
Using technology to explore problems – understand the problem from different perspectives, and explore solutions – embrace the opportunity.
Coping and Creating
Check out our slides to see some practical examples of how businesses have understood and overcome problems by using solutions to cope and get creative
- Revisit journeys for consumers in a different state of mind and with different behaviours
- Do your research on users
- Keep on top of your data
- Make your products accessible
- Apply design thinking to solve meaty problems!
View the webinar slides here: