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10 user experience trends in 2015

With the demultiplication of screens and contact points between the brands and the users, the user experience has become a key issue in any digital project. A homogenization of the user experience is strategic for brands. Backelite helps you discover all UX trends for 2015.

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10 user experience
trends in 2015
Channels and use
1 – User experience is mobile
Source : AT Internet study « Web trends » September 2014
Transfer of the Internet
audience from desktops
to smartphones and
tablets
France – web and mobile sites, applications audience
Average indicator by site – June 2014 vs June 2013
WEB SITES MOBILE SITES APPLICATIONS
38,7% of web audience in France coming
from smartphones and tablets
61,2%
of internet
traffic coming from
DESKTOPS
29,3%
of internet
traffic coming from
SMARTPHONES
9,4%
of internet
traffic coming from
TABLETS
Source : eStat’Web, Médiamétrie, October 2014
2 – One on five visitors of your website
is on a tablet
35% of French
homes equipped with
tablets vs 4% in 2011 (GfK)
6,1M tablets sold
in France in 2013 vs 4,7M
PCs (GfK) Design the web for a tablet,
without compromising the PC
2 – One on five visitors of your website
is on a tablet
Tablet
compliance
Tablet
optimisation
Tablet
First
Minor ergonomic
adaptations for a better
navigation experience
Page by page optimisation,
components and contents
better adapted for a tablet
Redesign of interfaces,
information architecture
and customer journey
See the presentation « Optimize your web strategy for tablets »

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10 user experience trends in 2015

  • 3. 1 – User experience is mobile Source : AT Internet study « Web trends » September 2014 Transfer of the Internet audience from desktops to smartphones and tablets France – web and mobile sites, applications audience Average indicator by site – June 2014 vs June 2013 WEB SITES MOBILE SITES APPLICATIONS
  • 4. 38,7% of web audience in France coming from smartphones and tablets 61,2% of internet traffic coming from DESKTOPS 29,3% of internet traffic coming from SMARTPHONES 9,4% of internet traffic coming from TABLETS Source : eStat’Web, Médiamétrie, October 2014
  • 5. 2 – One on five visitors of your website is on a tablet 35% of French homes equipped with tablets vs 4% in 2011 (GfK) 6,1M tablets sold in France in 2013 vs 4,7M PCs (GfK) Design the web for a tablet, without compromising the PC
  • 6. 2 – One on five visitors of your website is on a tablet Tablet compliance Tablet optimisation Tablet First Minor ergonomic adaptations for a better navigation experience Page by page optimisation, components and contents better adapted for a tablet Redesign of interfaces, information architecture and customer journey See the presentation « Optimize your web strategy for tablets »
  • 7. 3 – The user experience is multichannel The brand is responsible for a consistent user experience on all devices #customer knowledge #CRM #SSO #multichannel performance monitoring TV PC Store or agency Product or service delivered Customer service
  • 8. 4 – The user experience is extended to include connected objects
  • 9. 4 - The user experience is extended to include connected objects voyages-sncf.com is testing Google Glass use in customer relation Hello Bank is extending the banking experience with Hello Watch - Android Wear Cityzen Sciences is launching Smoozi D-Shirt that integrates sensors in the textile fibre #transport #banking #sport See the video See the video See the video
  • 11. 5 – User experience influenced by mobile and applications #appification
  • 12. 6 – A (smartly) customized user experience Because a site or an application knows : - who I am - Where I am - What are my preferences - What are my habits - What I wanted to do… Customization is no longer made by the user, but is smart, imperceptible for the user and based on his habits analyzed by the brand
  • 13. 6 - A (smartly) customized user experience #interface Air France #journey Voyages-sncf.com #content Foursquare #content Inbox #actions Waze
  • 14. 7 – Animated user experience Inspired by the Material Design from Google, animations that give meaning and helps for a better understanding See the Material Design video
  • 16. 8 - Segmented applications #unbundling (app) Separation into different applications, smaller and focused on one use or one target
  • 17. 9 – Push notifications used correctly A push relevance depends on: - the topic it’s dealing with, its relevance regarding my interests - the time I receive it - its customization level - the page redirection A push notification campaign must be targeted, have a clear objective, deliver a customized and contextualized message, and direct to the right content. The retention rate of people who have accepted receiving app push notifications is 2 to 3 times higher than those who have refused Voir : A Beginner’s Guide to Crafting Perfect Push Notifications (Kahuna)
  • 18. 10 – Monitored user experience Efficiency of marketing channels on acquisition and retention Engagement and client satisfaction Quality of services and performance
  • 19. In a nutshell: 10 good resolutions
  • 20. Focus on mobile Optimise your website for tablets Integrate each of your services in your brand ecosystem Define your use cases on connected objects and test them Establish a regular survey on UX and design trends 1 3 5 2 4
  • 21. Study users behaviours and habits Don’t neglect the « details » : interactions, animations, transitions Establish your client segmentation client and experience it Build a targeted push strategy Implement tools in order to help you monitor and analyze your 6 8 10 7 9 marketing, UX and technical performance
  • 22. For more information, contact us: Marie PETIT Head of Conculting and UX Backelite, Capgemini group +33 1 73 00 28 34 marie.petit@backelite.com