TorCHI  Toronto Region Computer Human Interaction

How User Experience impacts Brand Equity – Snigdha Sah, Senior Lead UX Specialist, GfK Canada

  • 13 Mar 2017
  • 7:00 PM - 9:00 PM
  • Room BA 3012, Bahen Building, 40 St George St.
  • 95

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Date: Monday March 13, 2017, 7:00PM

Time: Networking starts at 6:45pm, Presentation starts at 7pm
Location: Bahen 3012, 40 St. George Street
Cost
:
 Free. RSVP Required.  Come and see what ToRCHI is all about, and if you like these presentations, join ToRCHI for $20/year membership. 
Presenter:
 Snigdha Sah, Senior Lead UX Specialist, GfK Canada

ABSTRACT A good user experience supports the brand as much as a poor user experience erodes it, but the halo effect of a good user experience can make us forgive other poor touchpoint experiences, to a point.

Is there a quantifiable way to measure the experience to predict brand strength and product success? How does the user experience differ across touch points and how do these measures relate to brand measures?

Join us to gain deeper insight into the importance of user experience design and how it impacts your brand. In this presentation we:

  • Dive into our research that found a connection between product usage and purchase intent (PI)
  • Explore the correlation between UX and Brand Equity
  • Learn how these findings could can help you focus on the key elements that drive more successful product launches and a stronger brands.

BIO  Snigdha Sah,  Senior Lead UX Specialist | User Experience

Snigdha Sah is an experienced researcher with training in ethnographic methods and cultural anthropology.  She has an extensive background in mixed-methods market research and project management, with particular emphasis on ethnography, user experience and surveys. She combines her passion for qualitative research with her people skills to understand and analyze consumer behaviors. Snigdha also has experience conducting workshops and training for GfK staff in North America as well as internationally.

At GfK, she has been heavily involved with studies across industry verticals, including telecommunications, financial services, technology, and healthcare. She is an experienced project manager, has moderated user sessions for multiple projects, and regularly delivers presentations, and conducts engagement workshops with clients and stakeholders. Having led teams in diverse settings requiring strategic acumen and actionable input, Snigdha brings with her a wealth of experience in delivering well crafted, compelling and viable solutions. 

Snigdha holds an MA in Social Sciences from the University of Chicago and a MA in History from the University of Delhi. 


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