From the course: UX Research: Mobile Diary Studies
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Moments of truth in the buying journey
From the course: UX Research: Mobile Diary Studies
Moments of truth in the buying journey
- If you had to identify one critical moment of truth in your customers' experience, what would it be? This could be a first impression on a website. It could be someone walking into a retail store for the first time. It could be someone watching a brand's YouTube channel. When I say moment of truth, I mean that singular interaction a customer has with your brand that makes or breaks their experience. With Mobile Diary Studies, you can capture insights about your customer in this very moment as they're experiencing it. Perhaps your product is being ruled out when a customer compares you to a competitor. If you know that exact moment of truth for your business, you can design a study to hone in on the single touch point and make this moment count. For instance, you can ask a participant to talk you through competitors to find out why your product isn't making the cut. Maybe it's a feature you don't offer. Maybe it's the…
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