2019: Digital Trends to Watch
Quite simply, we’re going on the record to say what we think you need to know about this year (we know we’re putting ourselves under a bit of pressure…but we’re confident we can handle it).
Progressive Web Apps
We expect to see the accelerated rise of Progressive Web Apps (PWAs) as retailers understand the benefits of effectively enhancing their mobile optimised experiences towards more of a native app experience for a much reduced cost. Additionally, as design and development patterns become better understood by agencies then they will help to push their clients towards adoption. This won’t be at the expense of native apps, but could be more of a stepping stone on that journey.
It’s so readily available now and there will now start to be an increased push from agencies and clients to understand and make better use of their data. In particular, it’s essential to see this data contextually, (vertically and horizontally) to try and make better inferences for any opportunities that might appear. Data will be used to facilitate marginal gains especially for retailers as trading is still tough.
The user experience is no longer confined to a digital device or website. User experience needs to understand the complete customer journey from first touch point to enthusiastic advocacy. We will need to support customers through long, complicated, and sometimes even emotional journeys. With digital at the heart of every brand interaction every touch point matters, 2019 is the year of holistic digital solutions which are designed to reduce friction, build brands, and enhance conversion and advocacy.
For those that don’t know, Google and Bing’s search volume decreased by 3% globally last Black Friday, while Amazon’s increased by that amount. Any disruptor that comes in and reduces search volume on Google (and Bing), while at the same time increasing their own visibility is something to be taken seriously. This will be data heavy and is an area that is going to get a lot of headlines this year.
2019 is the year of intelligent design solutions. Yes, it must look amazing, yes it must entice, entertain and inform like never before but, more importantly, design must be informed. Analytics, customer surveys, feedback, user testing…no longer is design just about the brand and to hell with making money, this year designers must design smarter and prove that their beautiful interface designs really do work.
Amazon and AWS Separate
We were drawn to recently seeing one of the world’s biggest sports, the NFL, as the subject of advertising by Amazon Web Services (AWS). It looks like they are preparing to separate the two entities of Amazon and AWS. The two functions of the business as separate entities would enable them to follow the most appropriate growth paths for these two different business models. And perhaps realise AWS as one of the top 10 most valuable companies in the world?…
The giant that is Amazon highlighting the power of data and AI, interestingly through an advert for AWS, is a sign of things to come.
Get in touch to talk to us about any of the above – whether you agree, disagree, are excited or nervous about the year ahead. We’d love to help you to navigate your way through the world of customer experience by harnessing the best of digital in your organisation.