UX a user’s unique tastes, age, preferences

UX in the Age of Digital TransformationUX design as we know it has evolved today because of the ubiquity of smart technology not only laptops and mobiles but also Smart TV and other connected devices. Our world is moving towards a time where defining and articulating experiential narrative for a brand becomes the single most important thing for a company to attract and retain customer. Interfaces are gradually disappearing and business models are shifting to service oriented models. The future of UX is a ‘Zero UI’ world where our movements, voice, glances, and even thoughts can cause systems to respond to us through our environment.For example, a television will understand different types of input signal, depending on who is standing in front of that it. For increasing volume, a 70-year-old who grew up in the age of analog interfaces might twist an imaginary dial in mid-air, while a millennial might show a thumb up. A zero UI interface will need to have access to a lot of behavioral data.Impact of other technologies on UXArtificial IntelligenceArtificial Intelligence (AI) stands to impact UXUI significantly, especially in terms of interaction and visual designs. Going forward, as machines become more intelligent and capable of self-learning, software interfaces will no longer be designed, but rather generated on the go through software. Interactive components will be stored as library within AI-enabled software systems to serve individuals with their specific requirements. AI can take personalization in UX to the next level. With AI, the UI layer of a digital product/ service will be able to personalize content in accordance to a user’s unique tastes, age, preferences etc.Big Data and AnalyticsData-driven designs optimize customer journey and reduce exit rates, boosting conversations and maximizing sales. Data helps designers to understand consumer’s need and their exact pain points. Once designers understand what users are looking for, they can strategically design and provide the right content or interaction at the right time. Designers can find new patterns through analytics that were previously hidden and build interactions that are more personal and engaging than ever before.  An A/B test can show designers which call-to-action is better. E-commerce companies have successfully implemented analytics in their web designs. These companies use predictive analytics to show users products similar to what they have searched before. They also analyze the most clicked icons, the most searched items, the most searched product categories, whether the user uses text search to find a product or goes to a particular category to buy it and other such factors using Big Data and accordingly optimizes merchandize placements and upgrade their app designs. Virtual and Augmented Reality VR and AR designs are increasingly becoming important in the realm of UX design as more and more industries see opportunity in VR/AR solutions. From the way automobiles and airplanes are produced to the conception of architecture and interior design, everything will undergo a fundamental transformational shift due to these technologies impacting industrial design and modelling.Internet of ThingsThe success of IOT depends upon the fluid and secure flow of data between sensors, devices, application and people. A key aspect of this will depend on unprecedented collaboration between IOT technology developers and interface designers. Ultimately, IOT is only as useful as the human interface and how effectively it drives behavior change. Elegantly conceived UX design is critical to the success of IOT. UX for Enterprise ApplicationsThe enterprise applications that an organization uses such as HR Management, billing & accounting software, CRM, LMS, email marketing systems, project management tool, ERP, messaging & collaboration system etc. can enhance employee’s productivity significantly. This productivity increase can range from 10% to 30% per employee. MailChimp’s email marketing software has one of the best UX designs for enterprise solution. MailChimp helps businesses to develop and manage customer relationships via smart, automated email services. The reason MailChimp is so memorable is not only because of its intuitive and easy to use application, but also because it actively adds personality throughout its interface. To achieve this, MailChimp’s UX team uses data generated by over 600 million daily emails to make high-impact design decisions. During their redesign process, they fire usability tests on commonly used and radically changing features. They combine secondary data sources to gauge customer feedback, user behaviors, site analytics, and data from usability tests and surveys to better understand the types of jobs the customers want, and what features and functions they could emphasize on to empower them. They also use research to verify Information Architecture changes like which statistics are most important in customer’s day-to-day workflow.Dropbox is another example of good UX design. The file hosting service has one of the simplest and finest design. The minimal clutter on the page allows users to have less information to shift through before taking an action.ConclusionWith the advent of digital technologies like Artificial Intelligence, Virtual Reality, IOT and Analytics, the work of UX designers and solution providers are set to become exciting as well as challenging at the same time. UX designers need to keep themselves updated on latest demand change and enhance their skills accordingly.The challenge for UX Designers is to understand separate consumer segments and their behavioral patterns and create a seamless interaction concept through all customer interactions. Managing this narrative seamless designs will require narrative design skills, especially as AI takes over digital communication channels.