Delphine Sajat, director of this new department in France, explains the missions and objectives of Ipsos UX.
What are the missions and objectives of this new Ipsos department?
The main objective is to get our clients' digital and marketing teams to work together. With Ipsos UX's expertise in user research and design thinking, paired with the experience of a marketing research institute such as Ipsos, we are able to speak both languages to achieve common goals, which are user or customer satisfaction on the one hand and the effectiveness of the discourse and brand strategy on the other. Ipsos UX's mission is to help understand the users of products or services and to explore usage through various qualitative (interviews, ethnography, logbooks, information architecture, etc.) and quantitative (questionnaires, AB testing, etc.) research methods. Finally, our team also aims to use these lessons to improve existing experiences or to create new concepts to be tested in turn (ideation workshops, wireframing and prototyping of the intended solutions).
How is it structured within the institute's ecosystem?
Ipsos UX is in line with and complementary to the institute's other areas of expertise. It is at the crossroads of the qualitative, innovation and CX teams. With the qualitative teams (Ipsos UU), we share many research methods and a concern for understanding people's needs, expectations and behaviour. But we bring a new perspective to this approach: a focus on personas and their multi-channel journey (customer journey, experience maps) and specialisation on interfaces: their usefulness, their ergonomics, their emotional impact. With the Innovation teams, we share the concern of accompanying clients in the development and evaluation of new concepts (through the animation of ideation workshops, user-centred design, testing of new concepts, etc.). Finally, with the CX teams, we work on service design projects, which supplement the main mission of CX (customer experience and brand relations) by bringing a more specific UX focus on the user's relationship with a product or service.
How does this offer stand out in the market?
Ipsos is the first institute of its kind to open a specialised user experience unit. Ipsos UX can rely on a substantial knowledge of the market (a large number of studies carried out and available, in-house knowledge sharing and the trans-disciplinary nature of the institute). It can also rely on a large panel of users, with a good level of accuracy and flexibility on recruitment criteria and an international scope, which most digital agencies specialising in UX or design thinking cannot claim.
What type of company is Ipsos UX aimed at?
Ipsos UX is aimed at any company looking for ways to evaluate and improve the user experience of its products/services with a digital component. This ranges from a start-up creating a mobile application to a large company concerned about how its customers use its e-commerce website, its event application or its new connected object (beauty tech for example). Ipsos UX also works with companies wishing to improve their business applications or internal tools. We work in the banking, luxury goods, telecoms, transport and e-commerce sectors.
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