Experts blog

5 Questions for Jeff Gothelf

One of the leading thinkers in the space of UX and agile is coming to this year’s edition of the Frontend Conference Zurich. We took the opportunity to ask him a few questions about his latest book and the workshop he will facilitate on the 30 of August in Zurich.

2017 – Trends, business cases and strategic steps

Customer expectations are higher than ever before: In the course of purchase decisions, the experience factor is becoming more important than the price or specific product characteristics (Customer 2020, Walker). Therefore, we are convinced that in 2017, in order to increase commitment to their brand, companies will have to take a closer look at how they inspire their customers in the digital world.

Do proprietary brand communities work as an e-commerce booster?

Over the last few years, companies have invested in a stable, high-performance e-commerce infrastructure to expand their existing channel portfolio. The focus was on logistics, range and technology. Today the standard is fulfilled in many places: products are presented online, processes are organized. However, in many cases sales expectations for the online shop have not been met yet and the growth targets had to be modified in many places because of the competitive pressure [1]. Making brands: multichannel is a must, but it is difficult to keep customers online and motivate them to make new purchases. Loyalty to an online shop is only available in individual cases: buyers are often one-time customers.

Data visualisation – the tool for easy and quick knowledge acquisition

Our first article concerning digital analysis revealed the challenges faced by companies in today’s world of data. Companies often have enormous quantities of data at their disposal but fail to take advantage of them. This is because many entities focus on gathering and storing data, while the aim of digital analysis – which is to enable deriving data-supported recommendations and optimisations of actions – is frequently not pursued consistently. Data should support the decision-making process, and to this end there must be a possibility to analyse and interpret them comprehensively.