As we get into the new year here’s a look ahead at some things I hope to see more of in Customer Experience Design during 2019.
Conversational Graphical User Interface (GUI)
While voice UI continued to be a big focus in 2018 and will no doubt carry on advancing in 2019, I hope to see more GUI’s taking a steer from conversational design, chatbots replacing forms for common interactions with an organisation (like updating stored details) and even guiding customers in product selection and decision making instead of traditional navigation structures. Add a dash of AI and you could see apps and websites becoming more and more like virtual assistants – with or without voice enablement – making digital experiences feel ever more natural and personal.
Augmented Reality (AR)
Virtual Reality (VR) is still finding its place in the world of commerce and although we have some great examples of VR applications in training and recruitment (including some developed by our colleagues in Shared Services Connected Ltd for the Ministry of Justice) I expect AR to really come into its own next year, with a multitude of possible uses in a variety of fields such as commerce, government, and healthcare. Although mobile AR has been around for some time I can see it becoming more widely used as product designers recognise the untapped potential in the device we all carry around every day, so that AR capabilities can be brought into everyday experiences, not just preserved for those with specialist kit.
Again, not a new fad but something that has been steadily building for a few years. As we continue to take more of a holistic view of customer journeys – designing the service not just the digital product – I can see the application of big and dynamic data to tailor end-to-end journeys to the specific needs of an individual. At the micro level, when designing products I expect to see less segmentation by traditional demographics and more thought given to mindsets, motivations, behaviours and attitudes, underpinned by data. If we are going to be given permission to keep collecting customers’ data we need to be very quick to use it to improve their experiences and demonstrate value back to the customer.
Investment in Customer Experience
And at a market level, it is becoming clear that brands will increasingly compete on Customer Experience in coming years, with an Econsultancy report this year showing that 69% of companies believe they will be competing on customer experience by 2020*. As experience becomes a key differentiator I expect more focus on the skills and tools needed to deliver great experiences, with design becoming a core part of any Digital Transformation programme and organisations continuing to build their own in-house capability to support this. External creative teams (such as ours) working with client organisations, will need to demonstrate how we can establish and support blended in-house/external teams, with a strong focus on DesignOps and close collaboration, ensuring that we can provide the right support and specialist skills to complement existing teams. Nelson Hall recently announced that Sopra Steria have been identified as a ‘Leader’ their NEAT assessment for UX/UI services and we are continuing to focus on this vital capability to make sure we deliver world-class experiences for our clients and their customers.
2019 looks set to be a bumper year for customer experience design, and I’m really excited about what we can achieve with a renewed focus on improving lives by putting customers at the heart of digital transformation.
For more information about how Sopra Steria can help you get closer to your customers and design transformative experiences, please contact:
Digital Practice Director – Experience Design
* ‘Bridging the customer experience gap’ 2018 by Econsultancy and Zone