From micro-moments to wearables and the ever growing presence of mobile: here's what the experts are saying about UX, and our predictions for behavioural data and UX jobs in 2016 and beyond.
Understanding the importance of User Experience
Rather than adapting to the user's actions, technologies that ‘learn’ a user based on their behaviour and respond to that learning are emerging. Information like where the user is clicking, their scroll speed and where they hover - but don’t click - all present behavioural data that can be used in UX.
As location-based advertising becomes more sophisticated, UX will have to as well. In-app advertising is going to become more relevant, contextual and effective, providing the users an overall experience. Touch-free ways of interacting with devices like Apple’s 3D touch technology - where the app responds to different pressure will continue to grow in popularity as technology, and users get accustomed to working together.
Focus on Micro-Moments
We’ve been hearing a lot about the data gathered on micro-moments, and it’s easy to predict the importance this behavioural data will have on UX. With 82% of smartphone users turning to their phones to make a decision in store it is vital for information to be as easily accessible and seamless as possible. For more info on micro-moments Google has created an amazing interactive site here.
Sleep Monitors, pedometers and heart rate monitors have paved the way for technology out of Spy Kids: Smartwatches you can use to manage emails, view your calendar, receive phone calls and even ask for information off a personal assistant. This tech is likely to explode with companies needing their apps redeveloped to deliver the perfect user experience, very similar to those micro-moments.
The sheer amount of data brands can generate will cause issues for underprepared companies. Intelligent businesses will not only use the data in marketing and IT but to support strategic planning across sales, customer service, marketing and logistics. This will see a continued rise in employment opportunities in companies who appreciate the importance of data, and implementing it in day-to-day decision making.
With all these changes in the UX portfolio in 2016 we have already started to started to receive requests for speciality UX practitioners. Web, mobile, product development, virtual and physical environments (to name a few) will be separate requirements in hires, especially for freelance workers. We are already starting to see universities offering more specific training on User Experience with many establishments offering Masters Degrees in UX.
The changes I’ve witnessed in the past 10 years working side-by-side with some of the best data analysts and UX designers in the field have me excited. I can’t wait for the year ahead to watch even more developments unfold in this niche field!