Human Approach to Technology Can Increase Conversion Rates

Q: What challenges do Baufest’s clients face when adopting its software?

A: Challenges can be categorized into three layers, each with varying depths. The first is the longer-term challenge of digital transformation, which is common to many e-commerce and retail companies. In many ways, this transformation is akin to a social movement, similar to moving from rural areas to cities. A similar transition is now taking place as companies move into the digital world.

The second layer is a bit more short-term and relates to recent market conditions. This includes the rise in interest rates in the United States and the economic contraction following the post-pandemic monetary expansion. Companies are adapting to the current economic environment, with consumers being more cautious about their spending. The third layer is more superficial and relates to the adoption of new technological trends, particularly AI.

Q: How does Baufest assist its clients in implementing the necessary technologies for digital transformation?

A: We offer a range of services, beginning with helping clients transition their business into a more digital model. We have three main service lines. The first is digital product development, which assists companies in creating digital assets like apps or reworking their internal software to become more agile and suited to modern challenges. This includes designing and developing digital products.

The second is data and AI. We help clients use their data to make better decisions, which involves managing their data effectively and leveraging AI to enhance processes. The third, and just as important, is cybersecurity. Our approach is holistic and focuses on impacting the business and the people involved.

Q: How does the human aspect influence your business strategies, particularly in relation to technology?

A: One fundamental part of our philosophy comes from our history — our company used to be called Bauhaus, after the German school of design, which emphasized a humanist approach. We have maintained that perspective, ensuring that our strategies incorporate technology, business, and people.

Many retail and e-commerce companies do not always account for this when designing their digital platforms. Their apps may not be accessible to people who are colorblind, deaf, or have other challenges. This can lead to poor experience for 10% of users, which translates into lost business. We focus on making the digital experience inclusive, which not only helps people but also makes good business sense.

Q: How does Baufest extend its human-centered approach beyond technology and into the physical world?

A: Omnichannel experiences must offer a seamless interaction between the physical and digital. This involves making adjustments on the physical side to better integrate with digital solutions, and vice versa. We have a service line dedicated to Business Design, which includes market research focused on developing digital products. Sometimes the insights we gain lead to changes in the physical aspects of the business.

Q: How does Baufest help companies identify innovation opportunities, especially when improving customer experience?

A: We have a service line within Business Design that helps companies innovate. It is a collaborative effort. The client’s team knows their business, strategy, and objectives, while our technical experts provide insights from fields like AI, cybersecurity, and digital product development. We also introduce ideas from other industries, which we call cross-pollination. By drawing on experiences from other sectors, we can help spark new ideas and innovations.

Q: What new technologies or challenges do you think will emerge for companies this year?

A: One notable trend we have seen across all sectors is the growing focus on sustainability. Companies are realizing that they need to communicate to their customers that their products are manufactured responsibly and respect the environment. Larger international companies need advanced technology to measure and track their environmental impact. Without the right technology, it can be difficult to make meaningful progress or avoid accusations of greenwashing.

Q: What are Baufest’s priorities and goals for a successful 2024?

A: Our priority is to continue expanding. We have been growing at a rate of about 25% year after year, and we aim to maintain that momentum. We have significant growth goals for Mexico, where we generate US$15.5 million in revenue annually. We are targeting a 20% increase in revenue in Mexico this year.

Baufest is an international company specializing in digital product development, transforming large businesses with customized solutions that integrate technology and people. It focuses on business design, cybersecurity, data, and applied AI.