The user-centered approach of valantic

SAP CX Consulting

SAP CX Consulting – what does that mean for us? It's about consistently putting users at the center of all our efforts and thus improving the customer experience. This is what we do at valantic and what we call the user-centered approach.

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Why the customer experience is so important

People as a success factor

Products and services often have very similar appearances, which is why the customer experience is becoming increasingly important. Regardless of the systems we use to build customer worlds. Whether B2C, B2B or D2C: The customer experience has become a decisive success factor – for almost all industries. The focus continues to be on the people.

For us, it’s all about “bringing people along on a journey” using modern technologies. And to design a customer experience with technology in such a way that it creates lasting enthusiasm. We measure the success of these kinds of customer experience initiatives by user acceptance – based on the user experience (UX). In our user-centered approach (UCA), the focus is specifically on the users. An approach that – when implemented correctly – leads to a better customer experience (CX).

The measure of all things The user experience – UX for short

In a nutshell, the user experience (UX) describes the experience that customers have while interacting with a product or service online. If the experience is good, three things happen:

  1. The product in question is perceived in a positive light.
  2. Acceptance and the degree of use of a company’s or brand’s digital channels increase.
  3. A cross-channel customer experience is created.

 

High acceptance of the product is thus the decisive factor for the success of companies in all e-commerce and CRM contexts. But how can a positive customer experience be achieved? What are the prerequisites for developing innovative CX projects that consistently focus on the users’ needs?

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The user-centered approach

More than a methodology

The user-centered approach (UCA) is our answer to many questions – and much more than a project methodology and more than “design thinking”. With the help of our UCA, we think and work together with our clients to shape the future along a focused and coordinated process. We see the UCA methodology as a modular approach for successful CX projects.

The UCA in practice

Prefabricated solutions? No way!

How do we go about our user-centered approach, and why is it so revolutionary? To really take on the users’ perspective, we separate the so-called task space from the solution space – following the idea of user-centered design. This avoids various risk factors, such as the emergence of “cherry picking” or the development of costly features with low user acceptance. Two factors that could well have a negative impact on the user experience.

The task space

In the task space, we gather detailed information about users’ goals, needs, and pain points. We compare these with the project goals and use them to establish the specific task.

The solution space

In the solution space, we design, pinpoint and implement solutions, validated by real users, which

  • offer measurable added value,
  • maximize investment security,
  • and lead every project to success.

The user-centered approach covers all project phases and is an optimal modular approach for your CX project due to its interdisciplinary nature. It comprises five phases, which are distinguished by specific method sets and which can be developed in sequence or independently of each other.

Grafik von fünf Phasen des User Centered Approach.
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Phase 1: Envision – thinking about the future

Strategy

The Envision Phase is the starting point of any CX initiative. Starting with the question “Why?”, we outline the future together with the company. What does that mean in concrete terms? We establish a vision, develop specific project goals and condense these into a set of essential, measurable success factors – the so-called key performance indicators (KPIs).

Image of two people in conversation, user-centered approach

Phase 2: Discover – define tasks

Research

In the Discover Phase, we focus on the characteristics and the users’ standard context of application. On the basis of

  • interviews and surveys,
  • the evaluation of analytical data and
  • the creation of comprehensive customer journey maps,

 

we dive deep into the needs of the users. We then use personas to sketch a vivid picture of typical visit and use patterns. Including user pain points and the challenges that user needs bring with them when designing a successful customer experience. This forms the basis for our tasks.

Picture of 2 people in a UX meeting, Valantic CX

Phase 3: Create – develop solutions

Concept creation

With the personas in mind, we develop realistic, innovative ideas and solutions. It is important to us that these solutions offer measurable ease of use and thus true added value. The specific requirements are arranged in the form of user stories in a user story map, evaluated and prioritized.

Wireframes, design mock-ups, and prototypes are developed to make the solutions tangible and experienceable in a timely manner, enabling us to validate them through user testing. In line with the concept of “time machines”, they allow an early look into the future. This strengthens acceptance and trust in the chosen path and arouses enthusiasm – both among users and on the part of the company. Not least because the costs are manageable.

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Phase 4: Deliver – implementing solutions

Implementation

In our interdisciplinary and agile teams, developers, designers and UX experts work closely together in a dual-track process. The solutions created in the Create Phase are turned into reality in the Deliver Phase.

New insights into users, the business and changing technologies can be taken into account at any time. This allows for plenty of flexibility and quick changes of course if necessary. Extremely short communication channels, an agile project methodology and a well-coordinated team facilitate project management that can always be relied upon, even in time-critical projects.

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Phase 5: Grow – continuous development

Scaling

After the implementation of the MVP (minimum viable product) is complete, the Grow Phase begins – and with it once again the evaluation and validation of the solutions developed. Are all previous assumptions still valid? Have parameters changed? Do corrections need to be made? As soon as answers to all these questions have been found, the implementation of the next releases can be continued.

In this way, an ideal solution for all user groups is created from the initial idea to the final implementation. Various test procedures also help to sustainably develop the potential of the solution after go-live and the individual releases.

"We don't do a project for ourselves or for the 'IT'. We do it for our users. After all, they are the ones sitting in front of the solution and working with it. If you can make them happy, you've pretty much already won." – Gerald Schimanski Software Engineer, Bizerba SE & Co. KG

The benefits for companies and customers The advantages of the UCA

On the company side, the user-centered approach (UCA) ensures three important success factors of a project:

  1. 100 % customer orientation: We think and design solutions from the customer’s point of view – and we do so radically.
  2. Efficiency: We create structure, clarity, transparency and speed in all processes.
  3. Business value & growth: We advance your digital business through an inspiring customer experience. This drives revenue and growth while securing valuable competitive advantages.

 

The Forrester study “The ROI of CX Transformation” provides some more arguments for why focusing on users and customers pays off:

  • Increased customer loyalty: Customers are more likely to remain loyal to a brand if problems are quickly solved by good service.
  • Easier customer acquisition: Customers are more likely to recommend companies that offer an excellent customer experience.

 

What does this mean in terms of your project:

  • Increased user acceptance: If you strategically incorporate the needs of users right from the start, you will benefit from a maximum increase in acceptance.
  • Reduced support costs: By considering the needs of user groups in advance, customer support costs are reduced once a project is completed.
  • Increased flexibility: Each phase of the user-centered approach offers the opportunity to flexibly react to new requirements, optimize solutions, and adapt to a wide range of variables.

Our SAP CX Consulting is exactly what you need?

Just give us a call!

"Hello" from Mannheim

+49 152 2265 0514

Andreas Haas

“Grüezi” from St. Gallen

+41 71 313 55 70

Reto Rutz

Dietmar Rietsch

"Servus" from Salzburg

+43 662 876 606 199

Dietmar Rietsch