What Happens Next?
It is a topic that many people ask and talk about these days. After overcoming the initial shock individually and institutionally, when yesterday's anomalies become today's normal, our focus is gradually shifting here; What will happen next?
We will look at this question not with the perspective of economists, healthcare professionals, designers, and experienced experts, but with our own expertise, and we will examine what can happen in the mobile application from now on.
Let's take a look at the mobile application industry first;
The industry seems to be positively affected by this sudden shock. According to Adjust's Mobile Application Trends Report, the industry is growing. The frequency of accessing applications and the number of newly downloaded applications is increasing. Gaming and Business sectors lead the increase in the frequency of entries, followed by Education, Entertainment and E-commerce sectors. We see the effect of changing user behavior more clearly on newly downloaded applications. Business and Food & Beverage sectors lead the change, followed by Gaming, E-commerce, Entertainment and Education sectors.
It is not difficult to predict these changes. Unlike before, we spend a lot more time at home, which means we use more games, entertainment and education apps to avoid boredom. As we need to work from home, it's not surprising that Business-related apps increase 105% in newly downloaded apps.
The hard thing to guess is;
Which of the changing user behavior is permanent and which is temporary;
To understand this, it is necessary to follow the consumer behavior reports very closely and continuously. Because the effects of some changes in consumer preferences and behaviors will last for a very short time, while others seem to be permanent. Some of the predictions we have compiled are as follows;
* Many companies have experienced compulsory work from home. Especially, most of the corporate firms experienced that working from home is not like what they feared of, and even that their employees work more or more efficiently than usual. However, online meetings, workshops and trainings are still a problem. Business applications that were not used that much in the past will take their places in our phones and computers over time, and the new download rates will decrease. However, we are in a period where applications such as zoom are being used even in casual gatherings. Therefore, the impact of these applications that invest in user experience on our lives may increase compared to the past.
* As Akan Abdula said at the CX0'20 summit, although some of us will immediately return to shopping malls, most of us are not ready to go to shopping malls yet. I guess we can say that our entertainment and socializing rules will change. This means that we will be online for a while for e-commerce, entertainment and food & drink. However, there are some things we need to be aware of here;
It seems that our concerns about hygiene will be permanent. Therefore, users started to be more interested in the story of the product they bought. So, if you have an e-commerce application and where does the raw material of the product you sell come from, how is it processed and packaged, how it is delivered to the user, etc. If you are providing information, you are one step ahead of your competitors.
In addition, it is absolutely necessary to include information on how hygiene conditions are provided during the distribution of the product to users. The user prefers the brand where he can read this information more easily between two equivalent mobile applications.
Another point that users pay attention to, especially in sectors such as food & beverage and e-commerce, is how the brand protects employee health. Providing this information in a visible way on the mobile interface will increase the preferability of the brand.
* Another change is in personas. The Global Web Index has a research that examines the media consumption of generations in the USA and the UK. Although we do not think that it is very correct to take the researches conducted in the Western society exactly, the results still guide us; Perhaps it is not surprising that the Y and Z generations consume significantly more online content, but the most increasing media consumption towards baby boomers is TV. However, the fact that baby boomers have increased their TV consumption the most does not mean that they never look at online platforms.
In this process, many people who were distant to digital, especially people who have aged, had to use mobile applications. And some of them actually liked digital. This means that in the future, the demands of users above a certain age for mobile applications will increase because once that prejudice is broken. They are now doing some of the things they said they could never do.
Therefore, the following issue stands out here, it may be time to bring the personas you have never thought you would to your agenda for your mobile application. UX needs of old people are very clear, a clear color scale, contrast, an interface with written instructions instead of icons, large fonts, large buttons… Maybe it's time for you to look at your application from the perspective of the needs of different personas.
When will non-persistent changes in user behavior go away;
when will things go back to normal?
In our opinion, a mistake made here is to think that normalization will come suddenly. In other words, just as our lives changed suddenly at the beginning of March, we assume normalization will happen suddenly as well.
However, we also see from Deloitte reports that what we call "normalization" seems more likely to spread over time rather than happening all at once. Therefore, realizing and adapting to change rather than fighting against change seems to be the most solid starting point.
We tried to interpret the issue of how we adapt and how we produce more from our perspective. If you have opinions on this subject, we would be pleased to hear, discuss and produce together. For now, we wish you and your loved ones healthy days.