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Home Management Leadership Sales & Marketing Customer Experience / Engagement

Digital CX and design trends

Senem Guler Biyikli by Senem Guler Biyikli
July 16, 2024
Photo by Porapak Apichodilok: https://www.pexels.com/photo/woman-wearing-white-romance-printed-crew-neck-t-shirt-while-sitting-on-brown-wooden-chair-346741/

Photo by Porapak Apichodilok: https://www.pexels.com/photo/woman-wearing-white-romance-printed-crew-neck-t-shirt-while-sitting-on-brown-wooden-chair-346741/

Every year, Forrester’s CX analysts identify top trends in digital customer experience (CX) and design. We’ve just completed this exercise for 2024. This year, organisations must stay abreast of advances in generative AI (genAI), which drives change across digital experiences, research, and design. Meanwhile, organisations are acting hastily due to financial pressures, putting the quality of experiences at risk.

Top trends

  1. The medium of digital experience is changing. Customer and employee experiences are increasingly becoming either hybrid blends of the physical and digital or fully digital. GenAI makes its way into experiences, even though some companies and users don’t fully realise its implications and face frustrating consequences.
  2. AI is transforming the research and design process. Research and design professionals are incorporating AI — including genAI — into their workstreams and creative processes to optimize workflows and automate some of the more tedious grunt work. AI is also helping firms create inclusive experiences. Yet all these efforts require caution. While genAI is powerful and its role in research and design is growing, it sometimes creates inaccurate or biased outputs. N.B.: This is not because genAI is inherently biased but rather due to the biases in its inputs.
  3. Research and design technologies are converging. Vendor and toolset consolidation in research and design helps many organizations optimise their tech stack — but it leaves others, particularly those with specialised needs and budget constraints, to search for alternatives. Accessibility vendors are also expanding their offerings, with services-focused vendors standing up or acquiring technology platforms and technology-focused vendors creating services. While buyers will benefit from these combined offerings, they need to educate themselves on the shortcomings of technology-only approaches such as overlays.
  4. Organisations’ hasty decisions put the quality of experiences at risk. Substantial layoffs in the tech sector continue in 2024. Meanwhile, return-to-office mandates have led to higher-than-expected attrition levels at some companies, with marginalised groups and female employees particularly likely to be negatively affected. In the face of such financial and operational pressures, firms struggle to design experiences that reflect their organisational values and put inclusive and responsible design at risk.

Originally posted on Forrester

Related:  COVID-19 is good for PC sales in 2020, says IDC
Tags: Artificial IntelligenceCustomer experienceForrester
Senem Guler Biyikli

Senem Guler Biyikli

Senem leads Forrester’s research on user experience. She advises companies on research practices and tools, scaling research teams, and user experience best practices. In addition to her main coverage, Senem collaborates with Forrester analysts on inclusive and responsible design research. Senem’s other areas of expertise include empathy and design and coercive and deceptive design patterns. She’s based in Cambridge, Massachusetts. Previous Work Experience Prior to her role as an analyst, Senem was a UX researcher on the customer experience team at Forrester. In that role, she worked closely with Forrester analysts and research directors to oversee and refine the evaluation methodology for B2C digital experience research projects. As part of her role, she assessed digital experiences in various industries, such as retail, banking, investing, and government. Before joining Forrester, Senem conducted a variety of qualitative research projects and ethnographic studies in the US and Turkey, focusing on areas such as consumer behavior and cultural anthropology. Education Senem holds a doctorate degree in anthropology from the University of Pittsburgh and a BA in business administration from Koc University (Istanbul, Turkey).

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