FIGARODIGITAL.CO.UK
Designing with data – blending insights and metrics
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The trend for designing with data doesn’t look like slowing down. As tools and
Point Plan: UX
Design Director at the agency, highlight some of the year’s key trends in UX
Tom Adams, Head of Conversion at Code Computerlove and Tom Bradley,
methods mature, the expectation that design teams will provide measurable outcomes continues to grow. That said, teams seeking to push their work to a higher standard will learn to blend insight gained through the analysis of data collected through human-centred research methods such as observation, interviews and task-based usability balance between these rich sources and champion the need for both are advantages in increasingly
No UI – software as a digital assistant
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With Google Now, Microsoft Cortana and Apple’s Siri becoming
increasingly sophisticated, as well as the introduction of Facebook’s ‘M’ service, user experiences that do not have a traditional user interface will become more prominent. This will be with either the stand-out mobile interaction pattern of text messaging, or with voice commands. Products that act as a digital assistant in our hectic lives will start to provide real value by making our daily routine more straightforward. This raises questions for design teams about the simplest way to communicate with these services, and how we strike a balance between and the ones that nag us to do something against our will.
Multichannel design of fragmented user experiences
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As our expectations of digital services become more sophisticated, those
services are also becoming more fragmented. As consumers we’ve learned to pick up and drop out of customer journeys, as our available time and connectivity varies. This example, visiting a site multiple times and not buying anything may be perfectly desirable if it’s part of the research phase prior to a purchase. With Amazon opening a physical store and exploring the ‘Dash’ button, and with the blended online/ companies like John Lewis, organisations are beginning to respond to the emerging needs and expectations of the discerning digital shopper.
Internet of things – wearables and smart devices
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While this has been talked about conceptually for a number of years, 2016 will
see the next wave of home connectivity, which will start to become an everyday part of people’s lives. Either at home with new Hive via Premier Inn Hub Hotels, we will start to see people given greater control over their physical environments, which will be made simpler to access via the devices they wear and carry. The challenge for designers will be how to meet these expectations by delivering snappy, responsive experiences across multiple touch-points, often via legacy systems and technology.
70 annual sourc e guide 2016
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