4 strong UX tips for new worlds of experience
Users are demanding and have high expectations of digital experiences. This is what drives us to top performance time and again. diva-e UX expert Olaf Helmig shares his know-how on how to meet customer expectations, think beyond screen boundaries and make the user experience even more personal, emotional and intelligent.
UX Tip #1: Personalise experiences and products
Personalisation can be used to optimize user experiences. This is nothing new. Personalisation remains an essential part of the user experience. What is new, however, are the technologies that support you in creating customer experiences. They enable you to tailor your offers even more specifically to the different user segments and to further refine them. By 2020, you should no longer be concerned with the question of whether or not your app should be user-oriented, but rather to what extent you are prepared to personalise your product.
Practical example: A good example of this is the Starbucks coffee house chain, which combines artificial intelligence (AI) with geolocation technology (site localisation). As soon as a user with the Starbucks app on their smartphone is near a Starbucks, they receive targeted advertising messages.
Practical example: Another interesting example from the FMCG sector is Perso, the world's first AI product for skin care and cosmetics from L'Oreal. First of all, the skin is analysed in the corresponding app using the L'Oreal ModiFace technology by means of a photo. This is followed by data collection on environmental factors such as pollution, air quality and moisture. In the final step, a handy device with cartridges creates the appropriate skin care product at the touch of a button.
UX-Tip #2: Consider voice input and create accessibility
Virtual assistants take a lot of work off our hands: Siri, Cortana, Alexa and Co. search restaurants for us, send e-mails and even plan meetings. They are controlled by voice input and for most people it is more natural and less complicated than interacting with windows and buttons.
The adaptation rate of voice input will continue to increase - and the design of search masks will also change noticeably. In this context, you should also take a close look at the topic of accessibility to close gaps for limited use.
UX Tip #3: Think beyond screen boundaries with virtual and augmented reality
Technologies such as Virtual Reality and Augmented Reality create new possibilities to advertise and sell your products. With Virtual Reality you create a real-time computer-generated, interactive virtual environment into which users can immerse themselves with the help of a VR headset.
Practical example: Campaigns such as "The Protectors, Walk in the Ranger's Shoes" by National Geographic have proven that they evoke far more empathy among viewers than their analog counterparts.
With Augmented Reality, you have a technology at your fingertips that allows you to enhance the perception of your users by projecting computer-generated graphics, images or a range of interactive data in real time. While early AR applications were only available on smartphones or tablets, they will soon be available on the most common wearable devices.
Practical example: Augmented Reality is not a dream of the future - it is already actively used in practice. One example from the education sector is the Chemistry App, but also the virtual trying on of sneakers, as in Wanna Kicks, or virtual home furnishing via IKEA Place are exciting applications.
UX Tip #4: Create a balanced mixture of KI, AR, VR and MR
Recent developments in artificial intelligence (AI) have helped to combine technologies such as virtual reality (VR) and augmented reality (AR) for new applications.
As new technologies are associated with unknown ones, product design must (re)test "best practices" to not only consider the combination of all these technologies, but also to help you tell stories and share information like never before. These new technologies provide us with a powerful tool for deeper, emotional interaction with and closer connection to our users.
2020+ will be a very exciting time.
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