It’s 2020, the beginning of a new year, and more notably, a new decade. With our environment shifting constantly around us, and both our physical and digital worlds increasingly blending together, it can be difficult to imagine what lies ahead.
Here are a few trends we observed in 2019 that we believe will gain even more momentum as digital CX surges ahead in the new decade.
Are Bottom Navigations Making a Comeback?
As mobile traffic continues to grow, so does the size of our smartphone screens. Screen sizes have almost doubled since the first iPhone release, with market share shifting drastically to larger screens as sales increase. In 2019, 43.4％ of the market share was dominated by screens sizes 6” and above. Reaching the top of mobile screens remains difficult, which is why smartphone manufacturers have adapted thumb zones for larger mobile devices.
To adjust to changing device designs, we are slowly seeing the navigation shift back down to the bottom of the mobile screen. More recently seen at the top of the screen, top-level functions on some apps and mobile sites are coming back down to the bottom of the display, where they are easier for users to access quickly, no matter the device size. Take a look at Uber and Lyft:
Most of the key and primary functions are at the bottom of the screen, with an additional tab bar. Secondary functions that are not associated with the current and most primary tasks are still findable behind the hamburger menu, which remains at the top of the screen.
From Work to Home, Across all Devices
Given the surge of mobile use in the past decade, syncing across different devices in different environments is now a far from a perk, but is now a must. User experience (UX) continues on even after users interact with their first device. For example, users may start watching their downloaded Netflix shows on a plane, but finish them on their phone or tablet, or even on the less mobile, but highly relevant, smart TVs at home.
Because our physical and digital devices are continuously blending together — at least as far as usage is concerned — it is imperative for companies to store specific user data in order for the experience to continue smoothly. From saving items in your shopping wishlist to pausing past streamed or downloaded shows, users want to be able to log into their accounts from any device, and pick up exactly where they left off.
Augmented Reality, from Your Makeup to Your Shoes
Yet another sign of the physical and digital worlds coming together, augmented reality integrations are ramping up across channels. Retailers are attempting to bridge the gap between brick-and-mortar and digital experience (DX) by creating immersive environments to create added value for customers.
According to Gartner, 100 million consumers are projected to shop in AR online and in-store in 2020, with 46％ of retailers planning to deploy AR or VR solutions.
Although 69％ of the nation shops online, 56％ of those who shop online say they would prefer to shop in-store. So in-store environments continue to matter, despite speed and convenience winning when it comes to digital experiences. As networks and connections increasingly improve with the advent of 5G, AR technology is helping brands to bridge the gap between users’ in-store and digital experience.
Check out this immersive experience with Sephora’s Virtual Artist:
It is the perfect marriage between customization and virtual reality. Users can upload an image of themselves (or use a model) and see the results of multiple product lines and a variety of styles. What the user is “wearing” is listed below the image, and can be removed or clicked on to go directly to the relevant product page.
The Future of CX is Already Here
Technology that might have seemed impossible a decade ago is today a reality. The devices we use are now deeply connected to our lives, creating a closer connection than we have ever had with our consumers. If there’s one lesson we’ve learned in the last decade, it’s to embrace the new, and expect our consumers will do the same.
Hero image: Adobe Stock, Via rcfotostock
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