Design 24th - Oct - 2018

Future of Data-driven UX

by Chen



Imagine you are hungry and had to rush into a restaurant that you visit on rare occasions. To your surprise, the waiter at the restaurant already has your favorite food ready with the perfect seasoning and level of your preferred spice. This was done even before you arrived or you having to say anything. Suddenly, your favorite song starts playing (if at all you are a person of hearing songs while eating). How would you like that?

In this connected world, the Internet knows about us, more than we know about our-self. All we need to do is, just use it in a productive way to simplify human efforts and lifestyle.A User might be anyone, a person sitting in a sophisticated AC cabin or a person who is traveling in a crowded bus or somebody who is a random surfer. Now, getting their perception and their way of thinking was thought to be literally impossible, until now.Data Driven Design opens the key to that; To learn who the user is, to feed him what he needs and get back with what you need from them.

Data is the most generic word in this digital era though it has a major role in the UX process. It is simple as retrieving the data and incorporating the data into the design.

The efficiency of a product’s journey up-the-ladder is when it is updated from time to time with the user data. It can be anything like a small logo size change or a revamp of the product, it will affect the usability.

Since we can’t predict what kind of user will use our product, designers will usually build a tag (an ideal user structure) called ‘PERSONA’. Persona is a fictional character who covers the majority of the user characteristics (but not all). Just think about it, a Persona: the fictional character is not using our product. Our product is used by an unpredictable human who has real thoughts and characterization, which is the thing that differs users from machines.

If a user is hungry you should feed him with what he needs, you cannot feed him with something that you are feeding to the fictional character. The result may not satisfy the user at all.

One solution is to drill down further and let the User customize the product individually. Sounds like a very wide subject? No, it is not.

My take on this to carry out with fewer efforts is through Customization based on the user actions in their day to day usage using an AI and by getting analytics of the particular user daily activities. We can then prioritize the frequently used actions in the main interface and hide the unused elements.

This is the path that will drive us into AI Driven UX, though the concept is still in the developing stage. The implementation for this will bring in a big set of circumstances while using data science. There are also a lot of apps we see through the day in and out, like Paytm; this is one good example in which there are a lot of menus that are out there in the home page while the user is using the app every time they open it. There are other apps doing this at a very basic level, pushing infrequent menus under the hamburger menu. This is all decided on how the user carried out their own sequence of actions. In this hour, the same is done building a common persona and the app preference revolves around that User Persona.

The ultimate goal is to let your users seamlessly do their tasks as per their own usage pattern along with custom actions and navigation flow making it as smooth as possible by leaving them with a wow factor as a lasting impression in their mind.

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