Share this content

What Customers Want: 3 UX Predictions for 2016

5th Feb 2016
Share this content

Over the past few years, user experience design has transformed from an ancillary consideration into a primary concern. It’s all about making things intuitive and easy for users — and 2016 is poised to take that focus to the next level.

Customers are now more involved than ever in the participatory design methodology. Because of that, journey maps have emerged to provide brands with a helpful view of the many paths a user might take to conversion.

With ongoing advancements in technology, I believe 2016 will build on our recent UX progress and continue to make both customers’ and marketers’ lives easier. 

Here are three big UX trends to look out for this year: 

The days of manual data entry are numbered.

Users no longer want to manually enter data. They don’t want to have to remember passwords, and they don’t want to pull out their credit cards to pay for goods and services. Leading brands are capitalizing on these behavioral preferences by making data entry a breeze.

Payment companies such as PayPal are now integrated into sites so customers don’t need to pull out their cards when finalizing a purchase. State Farm allows people pay their bills through its app using Apple Pay, and Citi MasterPass will do the same thing. Amazon is also working on a similar product.

Everyone takes digital pictures these days, so wise companies like Liberty Mutual and Allstate now allow customers to upload bank account information via snapshots and pay bills by scanning their credit cards.

Voice ID is the new Touch ID.

Many companies now use Touch ID in their apps, but it’s old news to consumers. In 2016, there will be a much stronger push for different forms of biometric authentication, such as voice recognition. I predict this trend will occur not only on mobile devices, but also with other hardware such as ATMs and POS systems. Wells Fargo is already rolling out facial and voice recognition login, and USAA has had it for more than a year. 

Users seem to be happy to use biometrics to accomplish a wide variety of tasks, including making payments — meaning security concerns aren’t keeping them from utilizing this new technology. Surprisingly, this even holds true with older demographics, as 15 percent of USAA’s biometric users are over the age of 65. 

The Industrial Internet (aka the Internet of Things) takes center stage.

This year, much focus will be devoted toward incorporating the IoT into the fold and finding ways to have it improve consumers’ and marketers’ lives. 

Consider a connected refrigerator, for example. In an ideal situation, it knows the user is running low on milk and conveniently places an order for him or her at a local grocery store. Eventually — perhaps this year, if we’re lucky — the data collected by IoT devices will also serve as an income source for marketers. Having the ability to know which products consumers prefer, exactly how frequently they purchase them, and how their consumption relates to other competitors in the market has the potential to be a gold mine for brands. According to GE, 46 percent of the global economy can benefit from the Industrial Internet. 

UX continues to be a major marketing focus, and this role will only grow in importance as technology continues to evolve. In addition to the IoT, we’re also seeing the rise of machine learning and artificial intelligence — two additional sources of vital data marketers would love to get their hands on. Thanks to this influx of information, I predict we will also see a sharp spike in the number of UX-related jobs at companies across the globe.

2016 promises to be a year when we further streamline UX, facilitate user action, and provide marketing teams with deeper data and insights than ever before.

Replies (0)

Please login or register to join the discussion.

There are currently no replies, be the first to post a reply.