Hi everyone, today I approach the subject of the new challenges of the mobility user experience.
UX and usability are both have become essential and can no longer think of the design of its e-commerce site without a user centric approach. The emergence of new tools and resources dedicated to optimize the user experience demonstrates a growing interest in the UX. The UX designers do not advance on creating new web course based solely on their intuitions. Now they can also work on a tangible database. Big Data enables them to fully understand the browsing behavior. From the study of the actual user, its navigation, UX design allows us to be closer to their needs and build tailored course. The approach has evolved into a dynamic user centric, where we try to understand what the users to better understand their needs.
The UX has become necessary and brands become aware. Many e-commerce players are already facing this problem, especially internationally. For example, the same buying journey will not meet in the same way one French and one German. The Internet browsing habits are truly different from one country to another. We can not offer the same checkout in all countries. I have also had experience in Content Square by working with our customers: by adapting ergonomics and form content for the local market can be increased by almost 30% on enrollment a site, simply by understanding what users are and what they need.
These differences do not appear only at the cultural level; they also exist in the Multi-device. This seems obvious today, but the user experience is not the same between a computer, tablet and mobile.
The international and multi-device are some obvious examples. Amazon, for example, offers a vertical navigation bar to its Chinese users. Another example, the multi-device this time, would be the emergence of responsive design, which typically responds to this new need of fluidity and mobility.
Today, segmenting users fairly conventionally, between countries, between device between buyers and non-buyers, among new and returning visitor visitor. But these differences should be extended to other criteria. All future challenge will be to go further in understanding the UX and user segmentation. It will deepen the creation of new populations, new behaviors. This is how you really answer all the problems of fluidity and mobility of course.
Customization is the real challenge of the future. Not merely content personalization based on the origin of visitors, but a much deeper customization, where you will be able to identify new behaviors. It will take into account real-time navigation of Internet users, where they click, their hesitations, their navigation speed, etc. The challenge will be to come across much more data, exogenous but also endogenous data!
In my view, the user centric approach will be reversed. The challenge will be to define segments from behavioral data. No longer will leave marks objectives (man or woman, not buyers or buyers, etc …) to segment, but the objectives of the Internet, its actual behavior, live.
Finally, the UX is almost in its infancy. Soon, the classic criteria will mingle with the behavior of segments created algorithmically from the software. The Learning Machine, injected into e-commerce, will allow customization, real-time course. Know and understand its users is vital. The Machine Learning will enable a truly successful thinning customer journey.
I hope that you learnt a lot about the mobility user experience.
See you soon!