Design is more important to brands than ever before. The constantly evolving digital landscape continues to offer new and exciting opportunities for user experience design (UX design) and user interface design (UI design). Studies show that investment in digital usability offer a return of 83%.Charles Elena’s Melbourne UX design team look at the future of user experience design and discuss how UX design can add value to your brand right now.
An area that continues to push UX design is the move to mobile technologies. A recent study predicts that by the year 2017 87% of Internet connected devices will be smartphones or tablets, which means PC’s (laptops or desktops) will only account for 13% of the market. Here are some of our favourite developments which may lead the way in next generation UX design.
Motion controlled PC’s – Think Nintendo Wii for your laptop or desktop computer. Late 2013 saw HP release Envy 17, the first laptop with motion sensors built into the device. Motion sensors on PC’s present designers with the ability to create unique experiences and interactions with their brand. As more devices are released with motion sensing capabilities so will the demand for designs that utilise the technology.
Meta Spaceglasses – It may not be long until we all have the potential to channel our inner Iron Man. Meta Spaceglasses (due for release in July) are designed to project 3D images in front of the user. The glasses also have motion sensors to detect movement which will allow users to push, pull, stretch and interact with the projected images. In fact Jayse Hanson, who worked on the design of J.A.R.V.I.S in the Iron Man films, has even been involved in designing the user interface of Meta Spaceglasses.
IBM Mind reading computer – In 2011 IBM predicted that we would see the early applications of mind reading computers within five years in this video. The introduction of mind reading computers would put even further emphasis on UX design. Designers must be in touch with user needs and create the most intuitive and enjoyable experience at all times.
The rate in which technology changes highlights the need for designers to be on top of current ux designs and the potential for new ways to engage and interact with users. Great usuability adds value to your brand in three important and tangible ways.
UX Design can increase sales.
The easier the experience is, the more likely your customer will make a purchase. It really is that simple. Good UX design reduces the work at the customer end turning your leads into sales quicker and given customers less time to doubt their decision. AirLingus was struggling financially when it moved to make booking one-way flights online easier. The change in the UX design lead to a huge 70% jump in online sales.
UX Design can reduce internal costs.
Good UX design leaves the customers with less questions. This allows businesses to provide the same level of excellent customer service at a lower cost. One case study shows that effectively overhauling the UI and UX experience reduced calls to the customer service centre by as much as 90%.
UX Design can increase brand loyalty.
Customers appreciate brands that make things easier for them. Great UX design can greatly improve your brands relationship with its customers. A study found that the La Quinta hotel chains was able to increase customers likeliehood to return by 17 %, customer satisfaction by 28%, brand affinity by 50%.
With that in mind here are four simple UX tips your brand could implement right now.
- Reduce and Automate wherever possible – When asking users to complete forms it’s important to have as few steps as possible. This can be done by automating information and getting rid of excess fields. Eliminating one step can increase conversions by up to 50%.
- Save user information wherever possible – If customers are going to buy from you more than once it is easy to eliminate unnecessary steps by saving users details. This means customers won’t need to give details multiple times. Purchases after the first can be done quickly and easily with little work from the customers.
- Cache – We’ve all done it, got to the end of an online form, hit submit only to be greeted by the error message and a new blank form. Having the form save information as we go means that users will never be asked to fill in the form from blank again.
- Interactivity – Given the increase in internet access on touch screen devices it is handy to increase mobile optimisation to take advantage of touch and swipe capabilities. Whilst a subtle change, it increases the level of interactivity and builds relationships.