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.

1. 10 user experience
trends in 2015

2. Channels and use

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

10. Functional and graphic design

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

15. Marketing and performance

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