EBE 2020 The Age of Machines and How to Re-think User Experience
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The document discusses the impact of digital assistants and machines on user experience in e-commerce, highlighting their role in personalizing customer journeys and improving interactions. It presents statistics on the growth of voice-enabled devices and emphasizes the necessity for businesses to adapt to changing user expectations and technological advancements. The document outlines the importance of understanding customer needs and integrating digital assistants into processes for enhanced user experience and seamless service.
EBE 2020 The Age of Machines and How to Re-think User Experience
- 1. The Age of Machines and How to Re-think User Experience Dr. Christian Kahl
- 2. UX and E-Commerce as we know it The Age of Machines Disruption of the Customer Journey Re-think UX
- 3. UX and E-Commerce as we know it The Age of Machines Disruption of the Customer Journey Re-think UX
- 4. UX in theory Desirable Accessible Credible Findable Valuable Usable Useful Source: Pexels.com (Leszek Soltys) Pleasurable Usable Reliable Functional
- 5. UX in practice Inspiration Selection Purchase Delivery Usage Source: freeimages.com (ErikAraujo, Diego Medrano, Jean Scheijen, Richard Dudley, Alexander Drummer)
- 6. UX and E-Commerce as we know it The Age of Machines Disruption of the Customer Journey Re-think UX
- 7. Digital Assistants Source: Manulife Bank, Quoriobot, pixabay Conversation Interaction Automation “Smartness“
- 8. Evolution is fast 2011 iPhone & Siri 2014 / 2015 Amazon Echo Microsoft Cortana 2016 Google Home Facebook Bots Alibaba LuBan 2018 2.5 billion voice enhanced devices 2020+ Integrated assistants A decade of digital assistants Source: Cyberport, Amazon, Google, Alibaba Group, Wikipedia (Frmorrison, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=47040540)
- 9. Machines take over Source: https://www.dialogtech.com/blog/voice-search-statistics/ 2.5+ billion voice-enabled devices (Juniper Research, 2019) 8 billion voice-enabled devices expected for 2023 (Juniper Research, 2019) 40% of Millenials use voice assistants (Statista, 2019, USA) 22% of voice assistant owners made a voice purchase (eMarketer, 2019) 25% of customer service operations will use digital assistants in 2020 (Gartner, 2018) Source: Pexels.com (Lukas), Statista/Voicebo.ai, Shoptechblog, , eMarketer, Gartner
- 10. “Artificial intelligence will reach human levels by around 2029.” Ray Kurzweil, 2017 Source: Flickr (null0) / Wikipedia
- 11. UX and E-Commerce as we know it The Age of Machines Disruption of the Customer Journey Re-think UX
- 12. Jobs-to-be-Done Inspiration Selection Purchasing Financing Delivery Customer Service Usage Loyalty Source: Cyberport, Google, Alibaba Digital Assistants accompany users along their customer journeys They personalize e-commerce experiences, based on conversations They connect technical features and human interaction
- 13. Inspiration + Selection „notebook 15 inch gaming“ 1500+ available models 30+ filters Searching and filtering requires knowledge and time Finding the right notebook is complex and tedious Guides users along the way Can abstract from technical details Makes the search faster and more personal • Notebook Finder Bot Source: Cyberport
- 14. Seamless and proactive tracking Transparent status of expected delivery Confidence and appreciation Delivery „Good news, Christian! Your new camera is almost in your hands. It will arrive today between 10 and 11:30 AM.“ • Delivery Status Assistant Source: Pexels.com (Sunyu Kim)
- 15. Customer Service Is always there Provides fast answers Part of a seamless experience (across devices) Complements and supports human agents Service Bot Source: Pexels.com (Miguel Á. Padriñán) „Where can I find your store in Berlin?“ „Do you have some 14 inch gaming notebooks on sale?“ „How much does delivery to Austria cost?“ „My purchased camera is broken, can you help me?“ „Hi, I‘m your Cyberbot, how can I help you?
- 16. Usage + Loyalty Accompanies user Provides hints for usage Can connect with other users Informs about relevant news Takes care of the user (and learns) Makes the purchase an experience Personal User Assistant Source: Pexels.com (Alex Knight)
- 17. UX and E-Commerce as we know it The Age of Machines Disruption of the Customer Journey Re-think UX
- 18. Why? Shortened processes (e.g. search) More limited user attention Less touchpoints with (human) users New expectations New gatekeepers Changing experiences (less visual) More integrations into existing channels Machines are the new designers Changing user needs Source: Pexels.com (John Tekeridis) developers
- 19. How? Understand users (and their conversations) Identify the role and value of digital assistants Become part of the conversation Start simple Learn from other fields Let AI help you (where it makes sense) Don’t wait (it’s already too late) Source: MotionElements.com
- 20. Dr. Christian Kahl User Experience Lead christian.kahl@cyber-solutions.com Thank You! Source: RobotStudio
Editor's Notes
- #5: Picture: Leszek Soltys (Background), Felix Atsoram (User), Jagdish Sohal (Graphic)
- #6: Pictures: ErikAraujo, Diego Medrano, Jean Scheijen, Richard Dudley, Alexander Drummer
- #9: Von Frmorrison in der Wikipedia auf Englisch, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=47040540
- #10: https://www.statista.com/chart/9934/voice-enabled-digital-assistant-users-by-generation/ https://shoptechblog.de/2019/02/21/der-status-quo-von-voice-commerce/ https://www.pagbrasil.com/insights/e-commerce-trends-2019/ https://www.gartner.com/en/newsroom/press-releases/2018-02-19-gartner-says-25-percent-of-customer-service-operations-will-use-virtual-customer-assistants-by-2020 Picture: Lukas (Back)
- #11: Pictures: ErikAraujo, Diego Medrano, Jean Scheijen, Richard Dudley, Alexander Drummer
- #15: Picture: Sunyu Kim
- #16: Picture: Miguel Á. Padriñán (Back)
- #17: Picture: Alex Knight (Back)
- #19: Source: John Tekeridis, Pexels (Back)
- #20: Source: MotionElements.com