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Critical analysis for improving customer satisfaction

How your customers experience your products and services is vital to your success. Yet even using market research, ergonometrics, focus groups and skilled designers it is easy to get it wrong.

Examples of poor design confront us daily and there are even web sites such as Bad Human Factors Designs which highlight some of the problems.

Surprisingly even the best companies and generally well-designed products frequently have irritations that reduce customer satisfaction and, inevitably, profits.

Putting Ecopraxis principles to work in product and service design

The Ecopraxis Critical Analysis service can be painful. It could involve tearing the design to pieces before helping you to find innovative ways to create better solutions.

Remember, we are not designers. Think of us more like problem-solving super-users. We are on your side, working with your designers, but not so close to your products that we can't give you an objective view of how customers will react.

We can deliver a product usability analysis - or logical "stress testing" - of your designs to ensure they are free from factors that might irritate customers before you go into production or when planning upgrades.

Our aim is to enable you to reduce complaints and enhance customer delight while increasing sales, recommendations, and repeat purchases.

"Won't our focus groups ensure we get it right?"

Two of the most successful and innovative product designs of recent years, Apple's iMac and iBook, would probably never have hit the streets if they had used a focus group.

Their designer, Jonathan Ive, said in an interview, "Focus groups really stand testament to people who are without any vision and are desperately looking for insurance to substantiate a decision...you end up designing by consensus. As a designer you should be looking at how people use objects, how they relate to them."*

Even customer surveys should be treated with suspicion. The results are always governed by the questions, format and circumstances, which are usually geared to what you want to know rather than what your customers want to say. If you don't know how people think about you how can you possibly know what questions are relevant to them?