Moving into 2018, we’ve pulled together a few UX design concepts to keep an eye on. While this isn’t a full list, it’s a good reminder of what users are coming to expect out of good design.
Content is King
– Your content must be easy to digest and appealing to view. It must correlate to your brands values and be free of as many distractions as possible.
– Minimalism is a trend that will continue on into 2018 – try to use negative space and a simple navigation to direct consumers to a point of purchase or discovery.
– Machine learning and artificial intelligent algorithms are increasingly allowing us to personalize every aspect of a user’s consumer decision journey.
– Use these technologies to better understand your customers needs, and provide them with personalized solutions. Past commerce/entertainment decisions, digital traits, location and usability are all areas that can be personalized to enhance a consumers UX.
– A great place to start is to employ geotargeting, offering users content that is personalized to their location.
Be creepy, but not too creepy
– There’s a fine line between offering display/social ads to the right audience, and simply retargeting them to no avail. If you employ a digital ad strategy, it has to fit into an individual’s personal journey.
– A great example of this is to connect offline purchases to online digital profiles, therefore ensuring that the person you are messaging is in your target market.
– It may seem niche, but it’s going to become a must in any ecommerce strategy.
– “Try before you buy” – Tech savvy users are going to increasingly come to expect that restaurants offer AR services to view their meals before-hand. Using an AR app to shop for clothes will soon makes its way into the new ‘normal’.
Voice & Connected Devices
– Your UX ecommerce strategy needs to extend beyond the screen, be it mobile or desktop. By 2020, Gartner estimates that 30-50% of all search will be conducted by voice.
– The next wave of SEO tactics will come through voice services from partners such as Amazon and Google. Allowing your consumers to easily find you through these touch points may be the most important trend entering 2018.
To tie it all together, we’ll take it back to a 30,000 ft view. You can’t simply design one aspect of your experience, without thinking of another. Desktop, mobile, app, tablet, voice, content, and experiential tactics all must work hand in hand. Your users should feel comfortable moving from one device to another, without losing any aspect of their experience.