We will discuss several trends. Responsive Design is no longer a new trend but is still not supported by all platforms. New trends are Material Design, Slippy UX, Big Data Design and Story-Centered Customer Journey Design. These will be the focus in the coming years.
- Responsive design: In a society in which people get most of their information with mobile devices, it’s undoubtable that the importance to provide the content in a form that is suitable for all used device is going to grow also in the next years.
- Material Design: Google defines on its webpage the goal of material design to "Create a visual language that synthesizes classic principles of good design with the innovation and possibility of technology and science.“
It’s a from of design that is based on the concept of flat design. It’s is simple and to the point. It’s not going to become less important in 2016 since it’s easy to adapt and due to that perfect for responsive designs.
- Trend to slippy UX: Until now UX focused on sticky UX that generated a „Ohh“ effect at the user and got his attention. In a world that becomes faster and faster, people more and more use things within their daily life like a connected home. But this products should not always ask for your attention. The interaction of the user has to be slippy and not sticky in this context.
- Big Data Design: This is only possible if you collect user data like behavioural patterns, preferences, interested data. In fact for this kind of design, also your plattform has to collect this personal data to show dynamical personalized information to the end user. This is a way to inrease the shopping sales because of personalisation.
The key trend for the future will be following trend:
Story-Centered Customer Journey Design
Here, we connect the storytelling technique with a customer journey and lead the customer through the process. An additional dramaturgy, which is integrated into the customer journey, involves them even more in the story. Take your new customer journey map and the storytelling method and try telling a story along your process. Keep adding new information and entertain your customers, so that they want to follow you through to the goal.
- Create an emotional starting situation. Make your customers curious about the story, the product, the process and give them a goal (value proposition).
- Involve a sympathetic main character and an impact character right from the start. The main character can also be your customer.
- Establish the contrast. (tensions). Depending on how many interfaces your journey includes, you can play around a little.
- Your journey’s challenges arise automatically from the process. Try to make the interfaces more challenging.
- Develop your customers! (personal development) Tell them their advantages in your story. Teach them your “uniqueness.” What is your “reason to believe”?
- The happy ending, the twist, of course, is the signature, the purchase that signals agreement with your company.
- In the next step, of course, the product itself needs to work well and be customerfriendly. (Usability/simplicity)
- Service satisfaction through personal contact.
- We achieve loyalty and returning customers.