It is hard not to think about which innovation is up next. Recently, we’ve seen incredible advancements in artificial intelligence (AI), blockchain, extended reality (XR), and even wearable devices. Although our everyday tech continues to grow more complex, one thing remains clear: how we, the users of these technologies, interact with them is of the utmost importance. Enter user experience (UX), the key to making technology intuitive, user-friendly, and a joy to use. After all, in this fast-paced and ever-changing world, it’s not just about what’s next but how we design it that truly matters.
According to Nielsen Norman Group, UX is all aspects of the end-user’s interaction with the company, its services, and its products. The goal is to ensure that user needs are not only met but done so frictionlessly and with as much enjoyment as possible.
Let’s consider one of Apple’s recent features — verification code autofill. Say you are changing your password or need to confirm your identity on an app or website. When you previously received the verification code to your text messages, you would have to navigate from the login screen to your text messages and then back. You might copy the number or attempt to memorize it as you complete this task. This process was tiresome, to say the least, often resulting in a lot of back and forth and frustration. The team at Apple saw this as an opportunity to improve your user experience.
They revised the task flow by creating the autofill feature that detects when you receive a verification code to your text messages, populates it in your keyboard suggestions, and then gives you the option to automatically input it into the field without leaving your login screen. No more back and forth or memorization, only ease. The response was an energetic yes from customers.
Every company wants that energetic yes. They want confirmation that their users are pleased because this means continued use and the potential for increased brand loyalty, conversion, and sharing of these positive experiences with others. Without UX, great ideas, products, and services miss the opportunity to be meaningful and positively impact people’s lives.
As UX leaders, designers, researchers, strategists, and enthusiasts, high-quality user experiences are our responsibility to ensure that user needs are the priority as technology advances. The future is UX and we must make sure this is not forgotten.
Check out Design Challenge #1 to try your hand at redesigning an AI chatbot to be more user friendly.
