Connecting UX across devices

The 5 Digital Engagements Models for Today’s UX

UX is exploding in digital. To this end, there is now five major engagement models you should target when developing any solution for today’s consumer experience. The models are:

  • Responsive Web
  • Mobile Apps
  • Voice
  • Social Engagement
  • API

These five models represent how you can engage with your customer today.

Responsive Web

Do you have a website? OK, everyone does. How does the site look on your mobile device? Run your site through testmysite.thinkwithgoogle.com, and you will get a report of how responsive your site is. A responsive site is critical for content consumption. Facebook says that 92% of their consumers view and create content on the phone. The average user uses their phone for 51% of their digital experience. According to Mary Meeker, from KPCB, the desktop is now only 42%. What is interesting is the growth of up to 7% of “other” devices such as smart watches, TVs, and cars to consume content (source: http://www.smartinsights.com/internet-marketing-statistics/insights-from-kpcb-us-and-global-internet-trends-2015-report/).

Internet Trends

The core of Meeker’s report is simple: consumers are now using a broad selection of digital devices to connect with Web content. To this end, ensure you have a Responsive Web solution that supports desktop, mobile device form factors and that you are testing for new equipment.

Mobile Apps

Depending on your service, Apps are either the Primary or Secondary model to engage with your consumer. Either way, Apps have long since moved from “novelty” to “must have.” Consumers have trust with services such as iTunes App Store from Apple to deliver high performing and secure solutions. The net-net experience is that an app can perform faster than a website with many more features. The to app success is to understand that a mobile Website and Mobile App serve two different purposes. A website is content driven whereas an app is action driven. As an example: Target.com is a massive site, and the UX is to browse for and eventually buy content. Cartwheel, Target’s app for in-store purchases, is a tool to scan the SKU of each item to discover discounts. 

Take the same approach for the apps you create. Understand that the consumer is looking for an action that can be completed quickly in an app. 

Voice

The next two UX engagement models are under the headline “emerging.” Consumers are becoming more comfortable talking to devices. The most successful are Amazon’s Echo where you can order product, play music and hear the weather through voice commands. Google, Microsoft, and Apple are investing in their AI-powered voice UX solutions. For instance, Apple is using Siri in their watches, phones and TV devices with a single goal: get the consumer to the experience as fast as possible.

There is no doubt that Voice, as a UX model, is going to be more important. Now is the time to start engaging with Voice so you can lead rather than follow.

Social Engagement

 Equal to Voice is the next, and in many ways, most challenging UX model: Social Engagement. There are two types of Social Engagement: Broadband (such as Twitter where you are talking about a particular person and the world at the same time) and Narrowband (such as Weibo/Facebook Messenger where you are talking to one person or a small group). Frankly put, the rule book for social engagement is not written. Unlike the previous models, Social Engagement is a purely digital service that does not require specific hardware. To this end, today’s social engagement UX strategy leverages a common language (yep, this is where you drop in your emoji) and images. 

API

Finally, the nuts and bolts that tie you UX models together are APIs. There is no way any one company can efficiently and affordably compete with the digital engagements models consumers are using. The only way is to effective is to leverage APIs that can be tailored to the different models. For instance, content can be delivered to a Web site, Apps for iOS and Android and Voice through the same APIs. The difference is understanding the engagement model and tailoring the experience. The bottom line is to get started with these five platforms. 

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