The evolution of the user experience will be new applications and application functionality that requires even more real-time integration with data sources such as telemetry from sensors, cameras and other dynamic user data.
As applications become more powerful, customers come to expect even more. “Get to know me!” is what today’s consumers are saying with their application interactions. They expect more innovation, more personalisation, more engagement and more reliability from their applications.
More personalised immersive experiences mean digitising physical spaces, as in Covergirl’s flagship store in Times Square, allowing customers to virtually try-on makeup and seeing the result without actually having to apply it. And Starbucks and Macy’s are triggering instant in-app offers for customers near a store.
One big opportunity for personalised journeys may be as simple as going to work and coming home.* As AI gets better at predicting consumer needs – turning on the lights or turning up the heat shortly before someone comes home – personalisation programmes will make seamless transitions from your car to the home, and companies such as Amazon and Nest will need to use open platform standards to make sure everything works smoothly.
*The future of personalization and how to get ready for it (McKinsey)