'Usability' Event Focuses on Customer Experience

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The theme of the event is "Inclusion Through User Experience." The theme of the event is "Inclusion Through User Experience."
FISHERS -

Executives from IKEA, Microsoft Corp. (Nasdaq: MSFT) and Salesforce are taking part today in the 13th World Usability Day Conference at Launch Fishers. Fishers-based GravityDrive President Michael Miserendino says the event focuses on the study of customer behavior and designing products and services to make them accessible to everyone.

This year's event attracted about 100 people.

Miserendino says companies sometimes accidentally create hurdles for customers. "One example is when you go shopping online, how many times you have to stop and think and find where the shopping cart is," he says. "Did people really take into account how people might use that website?"

Speakers at today's event include IKEA Group Loyalty Manager Lesa Grant, Microsoft Account Technology Strategist Jennifer Martinez and Stuart Ough with the Salesforce Marketing Cloud User Experience Team.

Miserendino says Grant with IKEA shared one of the furniture retail giant's experience strategies. He said, while customers often go straight for a shopping cart when entering a store, IKEA encourages them to first explore the store freely, take pictures of what they like then return to get a shopping cart.

The event, using the theme "Inclusion Through User Experience" is part of World Usability Day and organized by the Indiana Chapter of User Experience Professionals Association.

Miserendino says the event aims to raise awareness of usability techniques, so businesses don't just "design for themselves."
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