EVE’s client, Pacoto, is a coach networking website that offers a broad range of coaches from business to wellness. Pacoto is composed of Pat Cadichon – Founder, Tonya Lederer – CEO and Chris Combs – Chief Information Officer. EVE has been working with Pacoto to help establish the Customer Experience (CX) and User Experience (UX) for their website.
Lederer came to EVE to help develop Pacoto’s understanding of their audience. When a business comes to EVE, they generally want to see an increase in website traffic or enhance their usability to generate more profit. EVE promises a noticeable increase in web traffic and purchases within three months.
Founder, Eva Cristescu details her ideas for Pacoto that will help with this research process.
“Let’s create a survey with specific questions that help coaches build a profile and best present their specialties. Think of it as a personality test or dating profile. I want the coach to feel confident that their profile will bring many clients to the Pacoto website.” Cristescu said.
In the next few weeks, EVE will conduct a round table discussion as part of the UX process, to help Pacoto define their target audience. These discussions with coaches will help draw in more clients and build a stronger network.
According to Usabilty.gov, it defines User Research as understanding user behaviors, what their needs are, and what drives their motivations through observation techniques. Focus groups are defined as a moderated discussion that typically involves 5 to 10 participants. Through a focus group, you can learn about users’ attitudes, beliefs, desires, and reactions to concepts.
After conducting this User Research, Pacoto will be able to determine who their audience is. This is important before creating additional designs and starting web development.
This is why the UX process saves time and money. When the audience is defined, it guides business owners who initially focus on selling products to instead know who their audience is and help gain a larger customer base.
User Research and Focus Groups are all part of the ongoing UX process that help lead to the best Effective Virtual Experience.