4 User Trends that make or break digital transformation projects


When the going gets tough, the tough get going. The same principle applies to a transactional exchange between the customer and the right kind of product in the digital world. Let’s list out a few features of what makes a digital transformation click.

Consumerization of user experience

Best in class websites of leading the brands like Kayak (travel), Uber (Taxi), target or Best Buy or Amazon (shopping), Starbucks and Dunkin Donuts (coffee) use modern, flat designs. They allow users to achieve their objectives with as few clicks as possible such as single click or single touch to complete a task. Also, these websites are Based on bidirectional interaction and analytics giving customers the best information, options, and solutions through the effective use of data such as best buying time, best offer etc.

Omnichannel expectations of the customers

Customers actually expect anytime, anywhere, any form of digital or physical experience with the business. They start off a transaction on one channel and might end on another and begin on an entirely new channel with the same brand. Underlying advantage of responsive design with one source code is that it fits the website or application on any form factor or screen it renders, based on the limitations or characteristics of the screen. A Customer does not expect the exact same features that he has on a 32-inch desktop screen to have on mobiles with smaller screen size. However, what he expects is the consistency of workflow and look-feel specialization as he moves through form-factors and through application interfaces.

Mobile tablet and wearables, rapid growth and early adoption

Close to 60% of digital content is accessed from mobile devices (ComScore). There is a lot of blurring of the line between what is a laptop or tablet and what is a desktop as the capabilities of each form factor or product increase with every newer version.

The Millennial generation expectations and behaviours

By 2025, Millennials will constitute 75% of the workforce. These are the first digitally native generation. For this generation every How’s and Why’s are taken from a Digital-first perspective. The recessionary trends of the US economy, coupled with college debt discussions and the entrepreneurial boom will shape the landscape of business where technology and digitalization will play a significant role.

To facilitate a better customer experience, the entire journey of the buyer is counted. As the needs of customer demands multiply with the digitalized world, the products are expected to go through upgrades as well, in order to increase their chances of consumption.