Creating unique experiences has become the grail of digital businesses especially Mobile Application Development Services. The segmentation of marketers is stashed in the closet to make room for the experience personalized.
With the success of the iPhone and services like Uber or Airbnb, the user experience has become the nerve of war. Yet, most digital experiences remain well below user expectations. So, how do you do better? Surprisingly, the answer does not lie in the design. But in the exploitation of the data.
Data is the new UX
Netflix is a good example of a business model that has focused on the user experience. The US platform uses audience data to create personalized content recommendations and even produce programs that meet the interests of viewers, such as the House of Cards series or Orange is the New Black. This data has become a competitive advantage for the company. Each customer benefits from an interface that is now a reflection of his behaviour.
However, in the digital age, the line between a “useful” and “boring” experience can be narrow. Think about the number of apps you have downloaded to your smartphone that you have not opened after one use. Depending on your behaviour, artificial intelligence is said to be able to differentiate the features desired by the user from those that unnecessarily disrupts it. The arrival of artificial intelligence in the design experience is indeed to reduce distractions to a minimum (buttons, notifications, voice commands…) to avoid useless decisions and stick to our context of use.
In the digital world, everything is measurable. Our clicks, our purchases, our physical activity and even our sleep. These gigantic amounts of data are worth gold because they allow creating experiences designed for our uses. However, how to give meaning to this magma of raw data?
It is algorithms, these computational procedures that give computers instructions for sorting, processing, aggregating and presenting information. As for the prediction, it relies on statistical methods of learning that analyze the browsing traces of Internet users. The algorithm learns by comparing a profile to those of other users who have done the same action like him. Based on probabilities, he suspects that a person could do something because people like him have already done it. Patterns observed on large amounts of collected data can predict the actions of users. This learning is called machine learning. Moreover, it is favourable for Mobile Application Development Services too.
For Sundar Pichai, Google’s CEO, the future lies in artificial intelligence. However, creating experiences that meet the needs of users requires understanding how much data only the AI can handle. For a human being, this large volume of data causes some blindness. Therefore, only the field study is likely to illuminate the figures to better exploit them. In order to propose experiences adapted to the context of uses, qualitative analysis is essential. You have to interact with people, observe their way of life and their conditions of use of the tools.
Query the algorithm
However, in terms of data, user trust is also an essential component. It is essential that online services can explain to the user the priorities that govern the decisions of their calculators. Let it be verified, quite independently, that hidden interests do not affect the service rendered.
Align the service that the platform claims to make with the reality of what it offers. Whether Google, for example, favors its own services in its ranking, that Facebook gives a high visibility to certain content while the user does not have a strong “commitment” with them and that Amazon adds books to promote in its recommendations then that they do not correspond to users having a similar buying profile and the service rendered by the algorithms will appear “unfair” to the user.
Algorithms hierarchize information, which is why they have become essential. AI facilitates decision-making but it remains to question the validity of the system’s decisions because they can eventually lead to an impoverishment of the proposed solutions.
Do you want to create data-driven experiences for your customers? Get in touch with the expert team of Maxtra Technologies – Custom Mobile App Development Company – for a solution that can transform the end-user experience.