What are the major issues dominating the field of design right now? As the holiday season is now over, it is time to skim through the relevant details.
Let’s get started with a few statistics. By 2017, a whopping 89% of marketing people expect customer experience to be their primary differentiator at the global and local marketplace, says Gartner Group. Furthermore, 72% of businesses now say that improving the customer experience is their “top priority”, Forrester states.
This year makes for a highly interesting era as for the evolution digital and service design then.
In a recent article “Service Design Trends for 2017” John Knight describes the current “seismic shifts” in customer experience and user experience design right now.
The inevitable huge strides technology, internet of things and artificial intelligence are changing the landscape of digital services. “As smart machines start to replace human actors, UX will need to move from delivering simple usability to dealing with more complex domains that blend human and technological agency”, Knight states. Many others in the field of service design seem to agree.
While I do not consider this to be the main concern for many companies still during this year, in the very near future this shift will be one most designers and businesses will simply have to find a way to deal with in order to keep up with the others.
Knight views micro-interactions and micro-moments as another important trend for this year. “Beyond removing barriers to conversion, building value creation into all touchpoints and weaving it in as a design element. It will no longer suffice to make check-outs easy but instead UX will need to deliver sustainable engagement”, Knight says.
Accordingly, maintaining a sustainable and striking visual and contextual consistency over different devices and different mediums will be more important than ever before in service design. With more people spending more time on various devices, designers will need to maintain their attention and create engaging experiences. I think, like many others, that the use of video clips and fresh illustrations, and a bolder use of colour and typography, will be growing trends in UX next year.
Another emerging trend seems to be that UX design is a more widespread discipline than ever. “Just like the eponymous DJ, everyone is a UX designer nowadays”, Knight exclaims. I agree with Knight as for the fact that “has many repercussions for UX as a discipline, practice and job. In the longer term, everyone doing UX will require a tighter, more focused and stronger core discipline”.
In an article in Forbes magazine online, Shep Hyken says, almost as if stating the obvious, that this year customer service is getting better (even if it doesn’t look like it), value and experience created continue to trump price, and that personalization eventually creates a better customer experience. Coming back to Knight, he says that “this shift will require a much more agile approach to design where rather than single solutions there will be multiple segmented and highly tailored interaction patterns.”
When it comes to personalization, privacy, security and trust will be the next issues involved. As Knight states, “The robustness, clarity and visibility of organisations trustworthiness and security will become a primary part of the customer proposition”, and I firmly believe that statement is true.
Data supplied enables every customer experience to be personalized, starting with the browser cache and cookies and with our latest online orders lists. However, it seems a growing number of people are not that willing to share even this much information with the corporate world.
Engendering the feeling of trust in a product or service is now an important task for any good CX or UX designer.
I am currently working full-time for the small service design and marketing consulting agency Steps Helsinki since the beginning of this year. Exciting times!
As the discipline of service design remains largely unknown in many companies over in Finland, not including many big companies and startups of course, I will need to work hard to cut the first deals.
It seems to me that traditional marketing and graphic design is by far easier to sell here in Finland than service design, but I find these two must come second to well-designed digital services and streamlining the overall customer experience. To me, it all starts with an approach that involves multidisciplinary stakeholders from the start and takes them through the entire process of design.
Also, happy to tell you that the blog has had around 1,000 unique visitors last year, even though I have only managed to push around three posts per month online. A warm thank you to you all for reading.
I wish for an excellent new year for all!
- Read the full article on the current service design trends for 2017 by John Knight: https://medium.com/@worldofknight/10-future-trends-in-ux-f6938e68f90d
- See Shep Hyken’s article on the current customer experience design trends in Forbes online: http://www.forbes.com/sites/shephyken/2017/01/07/10-customer-service-and-customer-experience-cx-trends-for-2017/#7afe38217348
- Follow Steps Helsinki on Twitter https://twitter.com/stepshelsinki, or check out the company website at http://stepshelsinki.fi (the site’s main language is Finnish).
- You can now also find the company page of Steps Helsinki on LinkedIn, https://www.linkedin.com/company/10966640