It should be immediately noted that the trend is not a breakthrough of the year and not something that causes excitement and increased attention. This concept means a long-term trend of change in the series under study, which has its own life cycle.
Some of the listed trends have been with us since 2017, some are just emerging. If you study them correctly, you can predict user behavior in the future. This will give an advantage over competitors, building effective communication with the clien in product design development.
Trend 1. Personalization
The essence of personalization is to direct a specific user, depending on the received data, predicting his needs. With the help of personalization, you can create content that is relevant to your expectations. Thus, influence the conversion and satisfaction of the visitor.
One way to implement personalization is cookies and a web pixel. When a user enters the site, he is assigned a unique ID. As the user interacts with the site – scrolling through pages, filling out forms, writing comments, navigating through tabs – these events are tracked and saved. As a result, a huge amount of data is accumulated, which, after analysis, will tell us about his desires and preferences. Based on this data, you can create personalized offers.
Trend 2. Customization
We are used to choosing which design and which applications to install on the phone according to our preferences. In the same way, we would like to change the services that we use.
Customization is a powerful tool that allows you to customize the configuration of a service to make it more convenient to use. In addition, it allows you to feel like its creator. This can be the personal account of the bank, where everything that is not needed is removed, which we rarely use. But all the most necessary things have been taken out.
Trend 3. Voice interface
Interacting with screens is a well-developed story. The screen will remain even when the voice interface works well. If only because a person perceives 90 percent of information with his eyes. Visual perception is basic. Voice – auxiliary.
Trend 4. Chat bot
The chatbot, just like the voice interface, does not replace interaction channels, but adds one more. Advantages of using a bot: there is no long waiting in the queue or search for an answer to a client’s question – it responds instantly. This helps to reduce customer service costs.
Trend 5. WebGL2
WebGL2 provides a completely new level of texture display and rendering of 3d objects, as well as playback of photos and videos in 360 formats. Works great with stories such as:
- promo pages;
- exclusive product;
- to explain the work of technically complex products;
- adds interactive elements to the page.
Trend 6. Research
Now it is difficult to imagine development without conducting research and testing hypotheses. It is one the latest product design trends. This is an important part of the process as it takes a lot of time and money to develop or improve a product. If you do not do this, it may turn out that the product will not be needed by anyone. You will either have to quit development, or redo it all over again.
Much depends on the effectiveness of the study. A good hypothesis comes from the intersection of quantitative and qualitative data. The former will show you where it hurts, and the latter will immerse you in the context of the problem.
Quantitative research can only answer the questions “how much?” and “how much?” Qualitative – to the questions “what?”, “How?” and why?” in detail that reflects the complexities of real human situations.
Our behavior is quite complex. It involves too many variables to rely solely on quantitative data to understand. They can provide meaningful answers to the WHAT questions. Or “HOW MUCH?” But without qualitative research to find out “WHY”, such statistics often raise more questions than answers.
Quantitative research is most effective for collecting behavioral information. It allows designers to design products for users.
Qualitative research helps to understand the subject area of a product. In addition, they work faster, are cheaper, and are more likely to provide an answer to how to improve the quality of design. They are used to obtain characteristics of user behavior and his latent needs.