We conducted some customer ethnographic interviews today as we continue in our design of a new experience for SAP. We received very explicit feedback:
- Get to the point - give me the info I need right away and in a no-BS fashion
- Stay away from the SAPanese
- I want to make a decision on whether to explore further or to go away... and I want to make that decision quickly
- KEEP THE DESIGN SIMPLE
- They threw up all over the content
- Show me exactly what the components are and how much they cost
- Overall, give us a buyer's view not a technologist views of the world
- As far as the products themselves, tell us what they do right away
- Communities.. get me right into the forums and I want to see references and case studies, events calendar, and they want to be tied geographically to other users and partner offerings
BTW, the ethnographic approach provides for such a deep level of qualitative understanding. Highly recommended.
