--- title: "9 observations on user experience · Sunergos" description: "A business’s main challenge is to understand which of the customer’s needs and expectations matter most and shape the user experience most. In other words, which details create a great…" url: https://www.sunergos.ee/en/blog/9-observations-on-user-experience/ language: en --- [Home](https://www.sunergos.ee/en/) / [Blog](https://www.sunergos.ee/en/blog/) / Leadership Article · Leadership # 9 observations on user experience Monika Prits Partner · 24 November 2020 · 2 min read FemaleMale A business’s main challenge is to understand which of the customer’s needs and expectations matter most and shape the user experience most. In other words, which details create a great feeling when using a service and the wish to use it again and again. Eight companies out of ten have not mapped the customer’s touchpoints with the service they offer. Estonians are smart and demanding customers who value a great user experience more than ever before. Brand studies of Estonian companies confirm this – the top ten always includes companies that create services based on the needs of different customer segments. Understanding customer needs is 80% about noticing their expectations and then exceeding them. In a competitive market, a genuine interest in customers’ expectations and needs is vital for a company. User experience design means thinking through the components that come with a service, that is, the most important touchpoints of the user’s journey. When designing the user experience, think about the following: - Where and how does the customer get information about the service? - How and in which channel do they join and use the service? - Where and how do they get help if needed? - How easy is it to pay for the service? - How easy is it to stop using the service and start using it again? Services are often created without much thought about who exactly they are for and what value they should create for the customer. I have heard the answer that our service is meant for all of Estonia. The target group may well be all of Estonia, but the messages, channels and expectations and needs for using the service differ by segment. The wishes, expectations and needs of a 21-year-old and a 60-year-old for the same service are very different. I once brought my 21-year-old daughter a TV, and it turned out that the TV was too big, took up an unreasonable amount of space and, to top it off, my daughter doesn’t use a TV for watching TV programmes. I have noticed that communication with the customer often ends once the service has been used, as if the user experience ended when the use of the service ended. Over 90% of companies send the recommendation index questionnaire only to existing customers. To turn a customer who has stopped using the service into a customer again, it is important to design the user journey as a whole: from interest in the service to ending it, and after ending it, to using it again. **9 observations on user experience** - Think through who your service is for and what problem and/or need it solves. - Make sure you know which components of the service create the most value for the customer, and how your service differs from your competitors’. - Define the most important touchpoints of the customer journey and exceed the customer’s expectations at them. - Run user tests and focus group studies and observe usage habits. Don’t assume what the customer wants based on your own opinion. - Listen to the customer, don’t turn into a salesperson, take the information in and draw your own conclusions. - Use the information you get from the customer; there is no point in just collecting it. - Customers’ expectations differ greatly along the customer journey and at different stages of the service. - The user experience must be equally good on all devices: on a smartphone, on a computer and on a parcel machine screen. - Be better than your competitors. _(The original article was published on bestmarketing.ee on 23 September 2019)_ ![Monika Prits](https://www.sunergos.ee/images/team/monika-prits.jpg) About the author Monika Prits Has led teams, business areas and segments for almost 20 years, including 12 years at Telia. Today she supports organisations in moving to service-based management and coaches leaders and teams. 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