Rule book states, the purpose of any product, is in its service and relevance for the users. In practise though, it’s amazing how repeatedly, we lose track of this basic.
I chanced upon a review by a customer about the web application of Singapore Airlines. The customer complained clearly about anomalies in using the website. Turned out the website kept returning to the reservations page even after entering the destination, date of travel and selecting flights. Each time the customer tried again, the price kept changing and becoming higher than before. He finally called at the customer service center to check the actual pricing. Sure enough, the executive told him a price higher than the first time he had tried.
Mobile app users are less forgiving than desktop users.
The sooner you realize this, the quicker you can find creative solutions for these users.
Having made hundreds of user profiles and done numerous analyses on smartphone users over the years, I have learnt that mobile app users are driving markets for good.
In 2016 a Technology trend significantly affecting Design was moving away from graphic user interface and moving towards conversational user interface. Some examples of such technology are Google Home, Amazon Alexa, Messengers’ and Chatbots. With technologies like Artificial Intelligence (AI), Machine learning (ML) and Natural Language Processing (NLP), chatbots, a form of conversational User Experience, appears all set to be more prominently affecting our lives starting this year.
One of the most common questions we get during our client discussions: “What kind of Insights will you be giving us?”, “What is an Insight for you?”, etc. There is ample awareness over the overuse of the buzzwords like ‘360-degree’ in the Marketing / Design agency world and ‘Disruptive’ in the Startup world. ‘Insight’ has also gone through the linguistic grinder in the User Experience Research world.