Digital Marketing - Study Notes:
What do users expect?
A value exchange is a description of a transaction which can include, but may not necessarily be, financial in nature.
Examples of a value exchange between a brand and a customer can include:
- The trading of money for goods or services (a straightforward financial transaction)
- It may be the consumer sharing information in return for a reward, where we input data and get a service in return (such as Facebook)
- It could be the promise and delivery of a better consumer experience
The third example is a combination of the first two, where we interact and offer input over time on the understanding that what we get in return over time will improve as a result of our interactions. This might be Amazon taking feedback from users on the recommendations offered to them.
Users understand the relationship and that data is being recorded and tracked. This links back to the business model and what users are prepared to exchange for what your product or service offers. It’s a story of increasing trust in the brand and the service.
Back to TopRick Monro
Rick Monro is UX Director at Fathom. He has extensive experience in user research, interaction design, user-centered design, and design strategy with private and public sector organisations throughout the UK and Ireland.
By the end of this topic, you should be able to:
- Appraise practices for planning UX research
- Critically evaluate the roles of innovation and users in User Experience (UX) research
- Evaluate cognitive biases that can affect research data
