Good Day! Working with our customers always keeps us on our toes. We’re constantly working together to find new ways of surfacing answers to impact their organizations. With many teams, we’ve moved past the practice of just testing with visual designs to gauging concepts and testing the strength of their messaging.
Check out some of the messaging work we’ve done while collaborating with some amazing teams:
Sync up with consumer emotions. Naming-conventions are hard, especially when you’re trying to get a whole team aligned on the most consumer facing-piece of your platform: the product name! Sometimes you’re juggling dozens of possible name options with no clear direction, so we worked with one of our customers to run comparative testing across multiple names based on consumers’ emotional reception to each choice. This allowed them to compare consumers’ emotional reactions with their own brand needs to land on a decision that works for everybody. See how our emotional comparison works to give your team clarity!
Align with customer expectations. What may be more important than your customers’ emotional reactions is the comprehension of your naming-convention. To ensure that one awesome team’s new role name matches with their customers’ expectations, we first evaluated what brand impressions they associated with each name option, and then had them match the role description with the title that made the most sense. What we got was a great impression and comprehension comparison across each name option to help their team make a quick decision!
Evaluate actions based on messaging. The final piece to ensure the strength of your messaging is to see how customers interact with it in a live scenario. This is especially crucial for call-to-action labels that need to be clear for your customers as they navigate through your site. To test these labels, we evaluate participants’ success when taking action in a certain scenario, and their expectations of what will happen once they take that action. The data comes together to provide a detailed image of which labels need improvement!
Once your messaging is strong both inside and outside its visual environment, you’ll have a product that speaks to customers in a way they can clearly understand. This type of research with these amazing teams is the reason we love our jobs, and we’d love to be a resource for your team too!