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UX Research at the Global Digital Factory: From User Needs to Engaging Digital Customer Experiences

The Global Digital Factory’s mission is to build engaging digital user experiences. But how do we make sure that new and innovative solutions really fit the users’ needs? Simply – by interacting with the users. This is why we set up a team of User Experience Researchers and a User Experience Lab.
User Experience Researchers make sure that user needs are considered in all phases of designing and developing new solutions. They identify a user need, choose the right user experience (UX) method to evaluate it, and then plan and conduct UX tests. Some of the most commonly used qualitative UX methods in the Global Digital Factory (GDF) include User Interview, Observation, and Thinking-Aloud.

These methods were used, for example, in moderated UX tests at the Global Digital Factory UX Lab to validate MyInvest: one of Allianz’ innovative after-sales-tools, which provides customers with a holistic view of their investment products as well as their portfolio development, and allows them to self-manage their investment portfolio in real-time.

Investing can be complicated, so the objective for the portal was clear: to make it as easy to use as possible.
User Experience Lab at the Global Digital Factory
In close collaboration with the Product Owner, UX researchers defined demographic criteria of the test participants. An external panel provider recruited 24 participants, both men and women between the ages of 21 to 50 years. Half of the participants were experienced with financial products, and all users have a basic understanding of digital products. As we do with all GDF products, researchers tested the solution in several rounds and improved it iteratively according to user feedback.
At the GDF, we strongly believe in UX research. These tests allow Allianz to design products, assets, and journeys in a customer-centric and impactful way. From 2017 to early 2018, the UX Research Team supported tests with around 300 test participants in more 40 UX test sessions for the projects and journeys rolled-out at the Global Digital Factory. In order to validate GDF solutions on a global level, the research team has created pop up UX Labs in several countries and created an international pool of external providers for remote UX testing and participants recruitment. Currently, the GDF is working to establish a solid ground to test frequently and efficiently at any location worldwide.
The UX Lab consists of two interconnected rooms in the GDF office. A smaller room for testing of anonymous participants and a larger room for observation.
The UX Lab consists of two interconnected rooms in the GDF office. A smaller room for testing of anonymous participants and a larger room for observation.
The UX Lab consists of two interconnected rooms in the GDF office. A smaller room for testing of anonymous participants and a larger room for observation.
The test room aggregates several camera images, audio sources and user interface captures into one “picture-in-picture” video source. This live stream is transmitted to a bigger observation room (or to any other Allianz location via WebEx).
The test room aggregates several camera images, audio sources and user interface captures into one “picture-in-picture” video source. This live stream is transmitted to a bigger observation room (or to any other Allianz location via WebEx).
The test room aggregates several camera images, audio sources and user interface captures into one “picture-in-picture” video source. This live stream is transmitted to a bigger observation room (or to any other Allianz location via WebEx).
For us at the Global Digital Factory, this is just the start. We strongly believe in continuous GDF User Experience Lab improvement and user-centric development. Together with Allianz companies, we are constantly consolidating learnings from local markets and developing a global Motor Claims product to enhance the Allianz customer experience all around the globe.

Curious for more? Get in touch with the GDF product design and optimization team.

Ramona Petzold & Micha Block