A few years ago, I started thinking about how data informs the customer experience. The catalyst was simple; I was frustrated with my fitness tracker, and felt deluged by a stream of numbers that weren't particularly helpful (the dashboards sure were pretty though).
Part of the issue was that all the design energy had gone into the physical device. For the time, it was cool and sleek. But syncing it was clunky, and it featured a proprietary metric that may have been useful for branding purposes but did nothing for me personally. So if insight was supposed to be core to the product, the product had failed, at least for me. But wearable devices aren't the only products in which data experience is critical. Insight has become an expectation, an essential part of the customer experience overall.
And it's not just the production of data that forms the experience; the way the product consumes data shapes our experience too. We need to trust that our data is being used thoughtfully and ethically, or any insight that it provides is meaningless.
When that relationship is out of balance, people find workarounds. Designers and developers have a love/hate relationship with workarounds. They hate them because they expose flaws, and love them (one hopes) for the same reason.
If you doubt that trust is part of the customer experience of data, consider these fascinating workarounds:
If you dismiss these as edge cases, you're well within your rights. But maybe that's just today.
Isn't it worth considering whether and how customers might be signaling distrust of your brand's data experience? If I were Samsung's Smart TV division, I'd look at how many people are disabling voice commands. If I were Facebook, I might look at photo upload rates over time, tagging behavior and changes to privacy controls.
What would you look at? As always, I appreciate your thoughts and comments.
If customer experience is based upon data, the first step is earning their trust.
A new law banning the collection of personal information in South Africa could influence legislation in other countries as well.
This year’s results have troubling implications for the technology industry.
A look at what we give up and gain when we allow our lives to be turned into sources for data.
This document is just a first step toward setting context for the many disruptions of ubiquitous and complex data, but it includes preliminary frameworks to help us examine these issues in more detail.
As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
How teens use social media and why it matters to you. Generation Z = (Today’s Teens, Preteens and Children)