On November 30th - December 2nd, User Friendly 2018 and the 15th International User Experience Conference (UF Conference), one of the key development projects of the China User Experience Professional Association (UXPA China), was held at the Shanghai International Convention Center. Ipsos participated in multiple sessions of the Conference with multiple identities, including the release and sharing of the White Paper on User Experience 2018, the sharing of views and roundtable discussions at the new retail summit. Besides, as a co-organizer of the second good experience contest in 2018, Ipsos witnessed the wonderful performance of participating universities and enterprises.
User experience innovation - barriers and opportunities
On the morning of December 1, Ipsos and UXPA China jointly released the White Paper on User Experience 2018. In this era of trading up, Ipsos adheres to the concept of "experience creates value" and hopes that the release of this white paper will help companies explore the value of "people's longing for a better life experience" and user experience research.
Since the publication of the 13th Five-Year Plan of China, user experience innovation has become the current focus of the society. The correlation between "product performance" and "user demand" has created different levels of user experience. As for the barriers and business opportunities generated by the two-way interaction between "product" and "user", are there any obvious differences in terms of population, gender and city? Mr. Chen Shaohui, Managing Director of Ipsos China experience innovation service line, explains the barriers and opportunities for user experience innovation with in-depth insights into consumers.
The White Paper on User Experience 2018 deeply analyzes the phenomenon reflected by user experience in the market from two perspectives. The first part, from the perspective of consumers, conducts research on 27 user experience consumption scenarios, including 7 aspects of "clothing, food, housing, travel, playing, learning and using". The results show that the perception of "using-intelligence" experience is generally high, while that of "housing, travel, playing" is generally low, and geographical location and gender also affect experience perception.
The second part evaluates and analyzes the employment status related to user experience from the perspective of practitioners, so as to reflect the importance and input of enterprises to user experience. The results show that more and more enterprises are aware of the importance of user experience, have planned or established user experience standards and specifications, and began to strengthen user experience teams.
New retail – new experience creates good business
On the afternoon of December 1, Ms. Qi Haiyan, Managing Director of Ipsos China Real Estate & Retail Division, was invited to share ideas on the topic of "new retail". Ms. Qi Haiyan said: "New retail is a good business that creates new experiences. Trading up and technological advances are the dual drivers of retail upgrades. Behind the opportunities and inspirations of the new retail mode, companies should also carefully consider the risks and challenges of transformation".
The new retail industry is experiencing a test of cost, efficiency and experience. The core of new retail is always people, and new features of new retail such as targeted communication, omni-channel purchase, customized products and convenient payment focus on enriching and optimizing the consumer experience, faster and better shopping experience. Consumer demand is becoming increasingly personalized and diversified, market patterns are changing with each passing day, and scientific and technological innovation will continue to accelerate the upgrade of user experience.
Ipsos' data-link and technology-driven user experience solutions aim to help companies optimize operations from marketing communications, product creation and purchase experience and help create the perfect user experience.
"Good Experience Award" leads the thinking of experience innovation
On the morning of December 2, Mr. Chen Shaohui, Managing Director of Ipsos China experience innovation service line, was invited to attend the "Good Experience, Good Business" 2nd Good Experience Award Ceremony 2018 to award prizes to the winners. Ipsos, as a co-organizer of the second good experience contest in 2018, aims to tap the outstanding works of companies through this award, establish a benchmark for the user experience industry, lead the thinking of experience innovation, and provide a best display platform for participating companies. By identifying outstanding works of experience, we make good experience a good business.
User experience innovation is becoming the current focus of the society. The GXA contest has been favored by a lot of companies in the industry. The participating companies are diversified, covering artificial intelligence, new retail, finance, Internet, home appliances, communications, new services, co-working space and other fields. After professional and rigorous evaluation by experts, 20 works won the best of the best award, best concept award, best business application award, best social value award, best design award, best experience exploration award, and good experience award.
Mr. Chen Shaohui said: "The user-experience-centered concept is gradually being recognized by enterprises, and we hope to see this concept deeply implemented and applied to the overall planning and even operation life cycle of enterprises. We also hope to use the UXPA platform to promote the development of the industry through our joint efforts and user experience empowerment".
At the same time, the international influence of UXDA has also improved significantly. There are 579 teams registered, 98 universities in China and abroad and 2405 university students participated. Ipsos intends to build a healthy interactive platform between universities and enterprises with the help of UXPA, cultivate new force of user experience for the industry, and support the popularization and promotion of user experience in China.
Mr. Chen Shaohui concluded: Ipsos will continue to increase its input in the global user experience field, and further explore this industry to provide comprehensive solutions to help enterprises "create good experience and achieve good business".