10 user experience trends in 2015

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    14-Jul-2015

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  • 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 audienceAverage 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 : eStatWeb, Mdiamtrie, October 2014

  • 2 One on five visitors of your websiteis on a tablet

    35% of French homes equipped with

    tablets vs 4% in 2011 (GfK)

    6,1M tablets soldin 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 websiteis 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 includeconnected 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 its 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 whohave accepted receiving app push

    notifications is 2 to 3 times higherthan those who have refused

    Voir : A Beginners Guide to Crafting Perfect Push Notifications (Kahuna)

  • 10 Monitoreduser 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

    Dont 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

    marie.petit@backelite.com

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