Digital ecosystems and micro-moments
Digital platforms will still be on the rise in the coming year. They will become even more complete ecosystems that connect people and experiences, both online and offline. This means that companies need to be aware of micro-moments – the moments when people turn to a device to take action on whatever they need or want at that time. Customers want to be served anywhere anytime, and they don’t hesitate to look for alternatives on the spot when they don’t immediately find what they are looking for. On top of that, they also expect companies to give them a consistent user experience throughout their complete journey.
Personalized user experience design
As a consequence, user experience design will become even more important. Companies should no longer spend time on developing just a set of features for their end users, but instead pay attention to the complete user journey. A well designed user experience will have more impact than individual functions, no matter how innovative and useful they may seem.
On top of that, most users expect these experiences to be more and more personalized. Data and research are being used to get better insights into the behavior of users, and AI helps companies drive personalization. Even so, the best user experience design is a user-centered process that goes even a step further and takes the natural environment of the user into consideration. This will make user experiences different depending on the settings where they live, work, learn, or play. Solutions will no longer be based only on insights into how and why different users interact with a product or service. UX designers are going out into the field, and contextual enquiries help them to discover how the user’s environment can affect things like their choices, decisions and behaviors. In the end, people are experts at what they do.
Making use of UX research, data science and artificial intelligence will help companies to offer their customers an optimal user experience. However, companies that empathize with their users will create unique experiences.