VJSoft Solutions LLP

Where technology meet the talent

THE CUSTOMER EXPERIENCE

I am not talking about the actual Pokemon game but the game IT professionals are playing today in catching up with the customer expectations. We all know that this game is addictive and far trickier.

Life has not been simple for marketing or IT and looks like it will never be. You may be feeling that our clients are becoming increasingly sensitive about the looks of the application. Possibly, because their customers have changed and digital transformation around them has picked up at a crazy speed.

Digital is an extremely convoluted area since it’s not a single product or a single solution. It has a different meaning to different people and you may be surprised a section still feels that digital transformation is much in Vogue (or just a buzz word). Well to demystify this there is a Digital Service Line in VJSoft, and here I will try to focus on one key element of Digital – THE CUSTOMER EXPERIENCE. Though digital has permeated the operations and backend processes as well but CX is the area that touches your end consumer and hence my focus for this Blog.

Unlike in the past, I have started liking my customers who are very particular about their UI – User Interface, everything has to be PIXEL perfect, and this is a pretty standard ask. But is it all about UI, perhaps not. It’s the overall experience of using the application (or app), which makes it complicated.

  • Engaging UI
  • Usability
  • Intuitive
  • Simple
  • Attractive
  • Interactive
  • Conversational
  • Immersive
  • Enjoyable
  • Consistent
  • Yet unique
  • Mobile device friendly

The list could be finite but it keeps on growing. “Your UX offering should be usable”, that’s how one of the VJSoftian puts it. I am sure you get all the intended pun!

 Why it is so important?

“By 2017, 89% of respondents expect customer experience to be the primary basis for competitive differentiation and there's lots of room for improvement.” – Gartner

The Perfect Future Of UI

Good design is obvious. Great design is transparent. --Joe Sparano

"In today’s current era of technological revolution digital-telepathy coupled with Artificial Intelligence allow us to communicate directly with computers without any need for a screen"

If you’re looking for what’s next, look no further. Few days ago on internet I found an article by Tony Aube where he mentions two apps called Magic (Your second brain) and  Operator  they both drew very much of my attention because both apps don’t follow the conventional TUI (Traditional UI) as mean of interaction. All they have was a single page messenger based UI. After further research I came to know that these apps are called as invisible and conversational apps. This made me feel that we have done enough typing on keyboard, tapping the touch screens, now they are asking us to talk.

Nowadays, computers can hear, see, read and understand humans better than ever before and now everyone is having a personal assistance(PA). Isn’t sound’s Interesting !! With the help of Alexa, Siri, Facebook M, Google Assistance from scheduling a meeting, making a reservation at the best restaurant and being your travel assistant, they all have one thing in common: They place messaging at center stage. Messaging are now fundamental to human communication and this is why messaging apps such as WhatsApp and WeChat are now worth billions.

So the question arises: Can we really extend messaging beyond this?

The Answer is yes, Messaging could transform the way we interact with computers the same way it transformed the way we interact with each other. Messaging is the best example where Artificial Intelligence (AI) performs best and for this we need to understand deep learning, a process where the computer is taught to understand and solve a problem by itself, rather than having engineers to code the solution. Deep learning is a complete game changer, it allowed AI to reach new heights. When messaging becomes the UI, you don’t need to deal with a constant stream of new interfaces, all filled with different menus, buttons and labels. This explains the current rise in popularity of invisible and conversational apps, but the reason you should care about them goes beyond.

Computer Interaction with Natural User Interface

AI, increasingly making traditional UI look like something of past, something no longer a primary source for human-computer interaction. New Technology have the capability to disrupt the conventional thinking. To prove my above statement please meet Project Soli (gesture recognition by Google) , still not convinced now meet Emotiv, (product that can read your brainwaves). They are currently functional and have something very special in common: They don’t require a UI for computer input

Different Approach:

A change in context or technology most often requires a different design approach. In CHI 2014, Scott Jenson introduced the concept of a technological tiller. According to him, a technological tiller is “when we stick an old design onto a new technology wrongly thinking it will work”. Nokia, Microsoft has examples that we can learn from XP tablet to keyboard phones. Learning about technological tillers teaches us that sticking too much to old perspectives and ideas is a surefire way to fail. The new startups developing invisible and conversational apps understand this. UI is not the product itself, but only a scaffolding allowing us to access the product. And if avoiding that scaffolding can lead to a better experience, then it definitively should be avoided.

“The visionary starts with a clean sheet of paper, and reimagines the world” – Malcolm Gladwell

References: https://techcrunch.com/2015/11/11/no-ui-is-the-new-ui/