EBE 2020 The Age of Machines and How to Re-think User Experience

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Dr. Christian Kahl User Experience Lead CyberSolutions Christian is responsible for UX at CyberSolutions - the E-Commerce Enabler company of the Hubert Burda Media Group. In this role, innovation is a key element to create unique and sustainable user experiences. Christian benefits from his versatile experience as a researcher, UX expert, startup-enthusiast, passionate gamer, and (not least) techno musician and DJ. Areas, where new technologies and continuous innovation always played a vital role.

Marketing

The Age of Machines
and How to Re-think User Experience
Dr. Christian Kahl

UX and E-Commerce as we know it
The Age of Machines
Disruption of the Customer Journey
Re-think UX

UX in theory
Desirable
Accessible
Credible
Findable
Valuable
Usable
Useful
Source: Pexels.com (Leszek Soltys)
Pleasurable
Usable
Reliable
Functional

UX in practice
Inspiration Selection Purchase Delivery Usage
Source: freeimages.com (ErikAraujo, Diego Medrano, Jean Scheijen, Richard Dudley, Alexander Drummer)

Digital Assistants
Source: Manulife Bank, Quoriobot, pixabay
Conversation
Interaction
Automation
“Smartness“

Evolution is fast
2011
iPhone
& Siri
2014 / 2015
Amazon Echo
Microsoft
Cortana
2016
Google Home
Facebook Bots
Alibaba LuBan
2018
2.5 billion voice
enhanced
devices
2020+
Integrated
assistants
A decade of digital assistants
Source: Cyberport, Amazon, Google, Alibaba Group, Wikipedia (Frmorrison, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=47040540)

Machines take over
Source: https://www.dialogtech.com/blog/voice-search-statistics/
2.5+ billion voice-enabled devices
(Juniper Research, 2019)
8 billion voice-enabled devices expected for 2023
(Juniper Research, 2019)
40% of Millenials use voice assistants
(Statista, 2019, USA)
22% of voice assistant owners made a voice purchase
(eMarketer, 2019)
25% of customer service operations will use digital
assistants in 2020
(Gartner, 2018)
Source: Pexels.com (Lukas), Statista/Voicebo.ai, Shoptechblog, , eMarketer, Gartner

“Artificial intelligence
will reach human levels
by around 2029.”
Ray Kurzweil, 2017
Source: Flickr (null0) / Wikipedia

Jobs-to-be-Done
Inspiration
Selection Purchasing
Financing
Delivery
Customer
Service
Usage
Loyalty
Source: Cyberport, Google, Alibaba
Digital Assistants accompany users along their customer journeys
They personalize e-commerce experiences, based on conversations
They connect technical features and human interaction

Inspiration + Selection
„notebook 15 inch gaming“
 1500+ available models
 30+ filters
Searching and filtering requires
knowledge and time
Finding the right notebook is
complex and tedious
Guides users along the way
Can abstract from technical details
Makes the search faster and more personal
• Notebook Finder Bot
Source: Cyberport

Seamless and proactive tracking
Transparent status of expected delivery
Confidence and appreciation
Delivery
„Good news, Christian!
Your new camera is almost in your hands.
It will arrive today between 10 and 11:30 AM.“
• Delivery Status Assistant
Source: Pexels.com (Sunyu Kim)

Customer Service
Is always there
Provides fast answers
Part of a seamless
experience (across devices)
Complements and supports
human agents
Service Bot
Source: Pexels.com (Miguel Á. Padriñán)
„Where can I find your
store in Berlin?“
„Do you have some 14 inch
gaming notebooks on sale?“
„How much does
delivery to Austria cost?“
„My purchased camera is
broken, can you help me?“
„Hi, I‘m your
Cyberbot,
how can I help you?

Usage + Loyalty
Accompanies user
Provides hints for usage
Can connect with other users
Informs about relevant news
Takes care of the user (and learns)
Makes the purchase an experience
Personal User Assistant
Source: Pexels.com (Alex Knight)

Why?
Shortened processes
(e.g. search)
More limited
user attention
Less touchpoints
with (human) users
New expectations
New gatekeepers
Changing
experiences
(less visual)
More integrations
into existing channels
Machines are
the new designers
Changing user needs
Source: Pexels.com (John Tekeridis)
developers

How?
Understand users (and their conversations)
Identify the role and value of digital assistants
Become part of the conversation
Start simple
Learn from other fields
Let AI help you (where it makes sense)
Don’t wait (it’s already too late)
Source: MotionElements.com

Dr. Christian Kahl
User Experience Lead
christian.kahl@cyber-solutions.com
Thank You!
Source: RobotStudio

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