How to find pain points in your system?
Pain points are abundant and can arise at any stage in the customer journey. There are some techniques and practices to find these pain points before they do serious damage:
- Get customer feedback: Talk to customers often and understand their problems at various stages and points in their journey. Employ tools such as surveys to gather large quantitative data, or do personal one-on-one interviews to understand more about the problem and acquire qualitative data. Be mindful about discussing the problem instead of solutions.
- Talk to sales and support teams: Sales reps and customer support agents will be inundated with problems current or prospective customers face. Sales team will be aware of some pricing issue is making the customer hesitant to make a purchase or the support center will be aware of usability issues that are contributing majorly to calls to the support center.
- Observe users in action: A close inquiry of customers where you are observing them throughout the journey and while using the service will provide some key insight as to behavior and grievances of the customers.
Pain Points in the User Experience
Design transcends the aesthetics of vibrant screens and alluring animations. Design encompasses every interaction with a customer right from the initial discovery to the final delivery of a solution — and then continued support over the solution’s lifetime. This wider set of experiences, a customer faces, is called a Customer Journey, and the problems faced in this journey are pain points.
Pain points are not merely usability issues such as unresponsive design. Pain points include usability issues as well as other issues. Pain points can occur at three levels, as defined by Nielsen Norman Group
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