Next year we can expect a host of virtual assistants and specialized chatbots, and creating interfaces and building positive experiences based on conversational interfaces will be one of the leading trends in the UX industry. In addition, the increase in the popularisation of VR and AR supporting devices and their integration into mass culture will certainly contribute to increasing customer interest in this type of solution. This will translate into an increase in interest in designing a new type of interaction, based on so-called screenless experiences.
Which project stood out the most on the Polish market and why?
Among the several implementations of new services in the past year, the new version of allegro.pl deserves special attention. Personalization of content, a new way of product presentation, and shopping inspiration dovetail perfectly with both current trends and user expectations.
In a more classic approach to the design of interfaces, in particular on portal sites, we can expect popularization of storytelling and "selling" products and services based on advanced personalization.
Already now, based on big data and behavioral analysis, websites are able to very precisely match the content, products and proposed services to the real needs of users. A better match is a higher conversion. Better matching with context in so-called micromoments and adjustment at the level of both the content itself and also at the level of copywriting will play an important role in the UX / CX strategy.
The popularisation of hardware solutions in the field of biometrics - fingerprint readers, face recognition, or user identification using retina scanners in handsets - will also be reflected in the simplification of authorization and authentication processes and will open up completely new opportunities for building websites and services.
In the coming year, a redefinition of omnichannel-oriented design is also expected. The growing number of connected devices accessed by the user and the increasing popularity of the Internet of Things will necessitate a more holistic view of both the design process and the design of the experience itself. Designers will focus not so much on designing full ecosystems, but on providing consistent experience when switching from one touchpoint to another.
Users expect interaction with digital solutions close to a natural level - at a level they use when interacting with other people. Humanization of experiences, with built-in empathy at the levels of strategy, content and functionality, will lead the way in building positive and rewarding experiences in areas of basic needs such as trust, transparency and security.
We can also expect further expansion of functional minimalism. This means removing unnecessary elements and providing the most useful functionalities, so that the user can focus on their most important goals and display the content itself (Content-Focused Experiences). Concentrating the user's focus on what is most important - the content - without unnecessary distractors clamouring for attention will certainly be one of the more visible features of such websites.