Post by Nick Babich

💡Four Levels Of Customer Understanding How to identify underlying reasons for user behavior, hidden motivations, and root causes? The concept created by Hannah Shamji defines 4 layers of customer understanding—from what people say to what they actually do (https://lnkd.in/dubddMnt) ❗ What people say and what they do can be different The root causes for user behavior are usually deeper and more complex than they seem at first glance. Customers might not even realize the underlying reason of their own behavior 1️⃣ Level 1: What customers say This level explores opinions that customers express. Tools to use: surveys, pools, CRM data What to remember: Level 1 is the most unreliable. Relying only on what customers say is not enough. The more detailed insights lie in Level 2 and 3. 2️⃣ Level 2: What customers think or feel This level explores customer expectations and experiences. Tools to use: Customer interviews and debriefs. What to remember: The way you structure questions is very important; avoid using leading questions for customer interviews. 3️⃣ Level 3: What customers do This level explores user actions. Tools to use: Task analysis, open-ended questions for interviews, behavioral analytics. What to remember: Observe how users interact with your product; it will give you a better idea of what actions they perform and in what order. 4️⃣ Level 4: Why customers do something This level explores the deep understanding of user behavior and motivation. Tools to use: Psychological analysis, detailed interviews and direct behavior observations. What to remember: Watch customer body language when running behavioral observation. Since it will require special skills, you might want to invite in an unbiased 3rd-party researcher for this activity. 📺 Video Tutorials ✔ How to do customer journey mapping in FigJam: https://lnkd.in/djJR6by8  ✔ User flow design in FigJam: https://lnkd.in/dcCnAH6R  ✔ Jobs To Be Done (JTBD) in FigJam: https://lnkd.in/dScsHsWN 🖼️ Four Levels Of Customer Understanding by Hannah Shamji #UX #uxdesign #productdesign #design