With the advent of Internet of Things, the products and services are converging. The companies need to shift their expertise from selling products or services to selling experiences to develop the sustainable competitive advantage. There are several ways to improve experiences of customers with the brands. Some of them could be personalized communication, increasing the usability of goods or services, UX design, etc. However, User Experience Design is the key element of an unparalleled user experience as it leaves the first impression on the customers. According to a report by UX Magazine, over 80% of the users are less likely to return to a brand’s website, if they have bad experiences with the design. Thus, UX design is the first moment of truth for customers. Therefore, it requires full attention from the companies which want to shift their focus from product selling to experience selling.
Four UX Design Trends which are likely to dominate 2017 and beyond
Linear Design – Micro interactions
Taking one baby step at a time to accomplish significant results is back in fashion. UX designers have included the concept of linear designs where the site or app guides the user to perform an action – one step at a time. For instance, Uber uses the idea of micro interactions or linear design to guide users for booking taxis. The trend seems to be catching fast as more apps and sites are adopting this features to provide better experiences and save users’ time. The latest in the fray to join this trend are the chatbots. The chatbots will not only save users’ time, but it will also save companies’ time and resources. The free time and resources can be utilized to accelerate innovation.
Moving beyond Interface
Over the past few years, we have seen the seamless experiences over desktop, tablets and mobile devices. The Internet of Things (IoT), will take this a step ahead – you no longer need to be connected with phone or desktop to do things. For instance, with Snapchat Spectacles, you can connect with your friends without a phone. Moreover, it is a fashion accessory that provides a great experience to the users.
In fact, the list of smart devices will keep growing with the time. Traditionally, the companies have measured experience in terms of time spent by users on the site or app screen, bounce rates, cart abandon rates, etc. However, with the need to provide seamless experiences across multiple devices, the UX designers need to think beyond the interface. They need to reflect on how they can integrate device’s interface with customers’ real life experiences.
Videos Will Dominate
Almost 93% of marketers are already using video ads on social media. Although a majority of sites use videos to demonstrate their products, the production of video content is going to be more aggressive and beyond product showcase. Companies will increasingly use video content as part of their content marketing strategy. They will also use Periscope or YouTube Live to streamline some part of the content. A significant number of the blogs will have video content. Thus, UX designers need to rethink their content presentation strategy to accommodate bite-sized videos across the site without increasing the loading time or compromising on users experience. The seamless integration of video content in the interface and beyond will determine the success of UX design in the time of IoT.
Design as Management Practice – Capturing the Feedback in new ways
The responsibility of excellent UX design will move beyond the UX designers. Companies will not solely depend on the responses of survey forms filled by the customers to measure the user experience. Rather, the top management will act as buyers and actively participate in the customer journey to spot the gap between the company’s vision of experience and the real user experience. They will seek to bridge the gap proactively. It will also motivate employees to do their best to enhance customers’ experience with the brands.
The UX designers will share a broader role within the organization. They also need to work on their business and communication skills to understand the evolving dynamics of the UX design in the future.
UX design is going to play a central role in the success of all types of companies. Not only the horizon of UX design will increase, but it will also become the core differentiating factor for successful companies. The UX designers must monitor the trends mentioned above and adopt and adapt their strategies to stay relevant in the long run.