Customer Centric Design Dominates Modern Digital Design Trends

The days of design just for the sake of design seem to be long since gone when it comes to digital media.

Digital designers now days focus on human interaction. This change has designers looking at use rather than simply creating designs.

Usability is where advantage lies in today's marketplace.Usability is where advantage lies in today’s marketplace.

A UI | UX design company with top digital designers will bury themselves in the world of customers. They look at projects from the customer’s point of view and create user interfaces to meet their needs as intuitively as possible. These firms check ego at the door and concentrate on how things are used.

As Steve Jobs famously stated, “Design is not just what it looks like and feels like. Design is how it works.”

Looking forward, mobile and digital design will be grounded in a customer centric approach, focusing on use in a way to empower consumers. More and more businesses will see the success of those focusing on the user experience and follow their lead.

But keep in mind it isn’t just a design trend that is propelling customer centric design. Consumers are becoming progressively less patient, if web sites and mobile apps are not immediately easy to use, a customer will not take the time to learn how to use it and a sales opportunity may be lost. It is essential in the modern marketplace to provide tools that are easy to use.

Companies that have taken the plunge and focus on design have outperformed the S&P 500 by 219 percent between 2004 and 2014 (Design Management Institute). Clearly a focus on design pays off.

One of the hottest trends within the world of user experience design is Contextual UX.

Contextual UX allows a system to adaptive to the needs of a user. Contextual UX also allows for a system to integrate situational context. A great example of contextual UX are the ‘Recommendations for you” sections on or the sections called “Inspired by your browsing history”. Amazon is delivering content based on the individual needs of each user.

By balancing effective customer centric design with personalized content delivery the needs of the customer are addressed to increase interaction and improve the experience for each user.

Photo: Juhan Sonin (Flikr)

Usability Presents Opportunity To Shine in Mobile Arena

According to a new study from Eptica, mobile web site users demand the same standard of website usability on their devices that they experience using the traditional web. But unlike with the traditional web, many companies are not meeting user expectations. Since more  and more consumers are accessing websites via their mobile devices, the usability of mobile web sites is more important than ever and right now many users are disappointed. A survey of 1,000 adults by Eptica found that over 50 percent said over half of the websites they visited on their mobile devices were not optimized for the mobile web.

Eptica goes on to detail the issues that plague consumers’ mobile web experiences: the leading issue was the lack of functionality both on the mobile web and within mobile apps (36 percent), while 34 percent mentioned slow loading speeds and 34 percent were frustrated by websites that were not optimized for smaller mobile screens.

Clearly there are great opportunities that exist for savvy companies that offer users what they are looking for on their mobile devices. Mobile optimized web sites that offer solid fundamentals of usability and load rapidly will keep consumers coming back. Mobile apps must offer users a solid user experience or will be deleted soon in favor of other apps that offer the experience users are looking for.

“With the rapid growth of the mobile arena, there is a huge opportunity for companies that choose to give customers what they are looking for,” says Kimber Johnson, Managing Director of Vanity Point “It isn’t enough just to have a mobile offering. The medium is starting to mature and customers are looking for quality experiences. By not giving your customers the experience they are expecting you are just letting them know you don’t understand mobile and are sending them to someone who does.”

It is more and more important that marketers understand mobile and how to succeed and companies that that do understand mobile are starting to separate themselves from those that do not.

Mobile Application Retention Is Improving

Localytics reported today that app retention rates are improving as mobile app developers and publishers have shifted their focus from downloads to customer acquisition and retention models. They stated that overall, the app industry has improved retention rates 19% over the last year.

Localytics states that “App publishers for the iPhone and iPad saw the greatest success, with retention rates 52% higher than those on Android.” Maybe most interesting is that the percentage of installed apps that were used more than ten times climbed by a solid 5% (from 26% to 31%).

iPhone has a clear advantage when it comes to retention. “iPhone’s far greater app retention rates is also an echo of the 94 percent retention rate of iPhone itself compared to 47 percent for Android,” the Localytics report states.

Clearly, a focus on creating quality mobile applications that are designed with good usability principles and are useful to users is paying dividends to mobile application developers and publishers.