10 user experience
trends in 2015
Channels and use
1 – User experience is mobile
Source : AT Internet study « Web trends » September 2014
Transfer of the Internet
audience from desktops
to smartphones and
tablets
France – web and mobile sites, applications audience
Average indicator by site – June 2014 vs June 2013
WEB SITES MOBILE SITES APPLICATIONS
38,7% of web audience in France coming
from smartphones and tablets
61,2% of internet
traffic coming from
DESKTOPS
29,3% of internet
traffic coming from
SMARTPHONES
9,4% of internet
traffic coming from
TABLETS
Source : eStat’Web, Médiamétrie, October 2014
2 – One on five visitors of your website
is on a tablet
35% of French
homes equipped with
tablets vs 4% in 2011 (GfK)
6,1M tablets sold
in France in 2013 vs 4,7M
PCs (GfK) Design the web for a tablet,
without compromising the PC
2 – One on five visitors of your website
is on a tablet
Tablet
compliance
Tablet
optimisation
Tablet
First
Minor ergonomic
adaptations for a better
navigation experience
Page by page optimisation,
components and contents
better adapted for a tablet
Redesign of interfaces,
information architecture
and customer journey
See the presentation « Optimize your web strategy for tablets »
3 – The user experience is multichannel
The brand is responsible for
a consistent user experience on all devices
#customer knowledge
#CRM
#SSO
#multichannel
performance monitoring
TV
PC
Store or agency
Product or service
delivered
Customer service
4 – The user experience is extended to include
connected objects
4 - The user experience is extended to include
connected objects
voyages-sncf.com is
testing Google
Glass use in
customer relation
Hello Bank is extending
the banking experience
with Hello Watch
- Android Wear
Cityzen Sciences is
launching Smoozi D-Shirt
that integrates sensors
in the textile fibre
#transport #banking #sport
See the video See the video See the video
Functional and graphic design
5 – User experience influenced by mobile and
applications
#appification
6 – A (smartly) customized user experience
Because a site or an application knows :
- who I am
- Where I am
- What are my preferences
- What are my habits
- What I wanted to do…
Customization
is no longer made by the user, but is smart, imperceptible for the
user and based on his habits analyzed by the brand
6 - A (smartly) customized user experience
#interface
Air France
#journey
Voyages-sncf.com
#content
Foursquare
#content
Inbox
#actions
Waze
7 – Animated user experience
Inspired by the Material Design from
Google, animations that give meaning
and helps for a better understanding
See the Material Design video
Marketing and performance
8 - Segmented applications
#unbundling (app)
Separation into different applications, smaller and
focused on one use or one target
9 – Push notifications used correctly
A push relevance depends on:
- the topic it’s dealing with, its relevance regarding my interests
- the time I receive it
- its customization level
- the page redirection
A push notification campaign must be targeted, have a clear objective,
deliver a customized and contextualized message, and direct to the right
content.
The retention rate of people who
have accepted receiving app push
notifications is 2 to 3 times higherthan those who have refused
Voir : A Beginner’s Guide to Crafting Perfect Push Notifications (Kahuna)
10 – Monitored
user experience
Efficiency of marketing channels on
acquisition and retention
Engagement and client satisfaction
Quality of services and performance
In a nutshell:
10 good resolutions
Focus on mobile
Optimise your website for tablets
Integrate each of your services in your brand ecosystem
Define your use cases on connected objects and test them
Establish a regular survey on UX and design trends
1
3
5
2
4
Study users behaviours and habits
Don’t neglect the « details » : interactions, animations, transitions
Establish your client segmentation client and experience it
Build a targeted push strategy
Implement tools in order to help you monitor and analyze your
6
8
10
7
9
marketing, UX and technical performance
For more information, contact us:
Marie PETIT
Head of Conculting and UX
Backelite, Capgemini group
+33 1 73 00 28 34
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