«It’s a sign of the times»: The latest UX trends
User eXperience seems to be the latest buzzword right now. In fact, we’re talking more and more about…
In 2017, user experience is one of the latest buzzwords
- Experience above all
Because what consumers want the most, is to have a unique experience, so experience has become the key word in the overall strategy of a brand, a company, a product or a service.
Augmented reality successes in 2016 include Pokemon Go and the virtual reality screen Gear V2, swiftly bringing this technology into the mainstream…
The trend is beginning to spread and is opening doors to V-commerce (Virtual Reality Commerce), which will shortly be available to the general public.
Large groups, such as Alibaba, the Chinese giant of online commerce, are showing more and more interest in this concept. There are in fact many applications that in addition to being totally immersed in our favorite video games, we can now try on clothes virtually before buying them online. Visits to museums will no longer be hectic, we will be able to go further in research thanks to the augmented encyclopedia or even furnish our homes without having to move from our favorite armchair.
To read more about augmented reality applications: https://mathieuflaig.com/2009/06/10-applications-concretes-de-la-realite-augmentee/
- Interface Humanization
There are more and more different technologies out there. The goal for brands is then to create a “seamless” experience for users, who are more and more demanding, looking for proximity, immediacy and the most personalized experience possible.
Chatbots could be the answer to “a pleasant customer experience”. These virtual assistants capable of discussing, responding to requests and providing services, have immense potential. Integrated with the interface of an instant messenger such as Facebook Messenger, they can help us contact a customer service, book a trip, pay electricity bills, order flowers, or even meet other people …
Several brands such as Séphora and the SNCF are already using chatbots to satisfy clients who are very frequent web users.
The brands will have to test the chatbots, because in addition to the brand image value provided by any innovation, they will soon become a privileged relational channel, and we are already talking about “brandbots”.
- Sensorial Experience
Apple’s Siri, Amazon’s Alexa, Microsoft’s Cortana, Facebook’s M, Android’s Home, …they are all using it.
According to Google, one search out of five on Android is made through a vocal request. These devices don’t just listen: they can also talk to us.
They are in our computers, our telephones and our living rooms, and are just starting to come into our fast-paced lives. As they get better, they will surprise us more and more, making life easier for us.
One thing’s for sure, we will be talking to our devices more and more.
- Interaction with more meaning
Provided by Facebook, Twitter, Instagram and other popular sites, Smiley and emojis are not only an ultra-simplified means of communication to use with friends. For a community manager, they can become an ultra-powerful marketing weapon if they are used wisely.
From a simple like, users can now show a panoply of emotions. They represent an additional tool to better understand the impact of an advertisement or a message on the social network. After all, what could be more explicit than a smiling face or a red-colored grimace to make it clear that you liked or hated a message?
Even better, if a user wants to go on vacation and complains through a tweet by adding a coconut or sun smiley, the official Twitter partners are able to spot it, allowing companies to target this user with personalized messages: Advertisements for airline tickets, hotel reservations, etc.
- How emotional connections with products are changing
Brand worlds and products that market themselves are the basis of the quality of a successful relationship. The product, or the personalized representation of the brand, immediately provokes an emotional connection with the customer, for example, the Michelin man of the internationally-known tire company or the woman called Cerise for the French insurance company Groupama.
Today, the increasing use of story-telling, the importance of customer testimonials in the act of purchase, as well as the use of social networks and influencers are the new indispensable levers to ensure a successful user experience.
Facilitating customer expression is the best way to turn a satisfied customer into a brand ambassador.
- UX Design
There is a difference between designing a user’s experience and designing the product.
It can be illustrated, for example, by the difference between the Heinz glass ketchup bottle, nice packaging but inconvenient, and the Heinz plastic ketchup bottle.
With the latter, the product has been designed as a whole to satisfy the user, to help them get the amount of ketchup they want out of the bottle easily.
When design integrates the principles of user experience, it makes a big difference.
Source : https://blogs.lecolededesign.com/environnementsconnectes/2016/09/29/m-gioani-datarama-data-et-experience-utilisateur-en-business-intelligence/
- The power of data
«The future belongs to those who know how to observe and to come up with new uses»
We are entering into the era where the intention to purchase is becoming increasingly important and where interactions are personalized, targeted and relevant.
Knowing the behavior of consumers, the frequency of their purchases, their preferences, how they purchase, the means of payment that they use and to have all these data instantly, is the best way to be able to communicate the right message, at the right time, optimize logistics, improve product/service offers and meet customers’ needs.
Moreover, having this data can give us surprising information, for example: for mobile phone orders, 40% of baby products purchases are made by consumers without children. This shows the potential of this target, it is difficult however to identify with socio-demographic data available to companies that still segment in a traditional way according to age, gender or social class.