I'm pretty sure you've seen UX being discussed left right and centre, at least for the better part of 2018 and onwards. It's for a good reason. All those big companies that come to mind: Tesla, Facebook, Google, Airbnb and the likes, have embraced the use of AI and machine learning. These two aspects of tech are causing a revolution in this digitised age. We shall be talking about how to enhance user experience using AI and machine learning, but before that, we need to understand UX.
What exactly is UX?
UX, short form for user experience, is a vital metric that any serious business owner can no longer afford to ignore. User experience in the simplest of explanations would be how your customers feel about your system. The system may be a website, mobile application, device or software.
If you asked a person in the UX department what their job description is, they should tell you something along the lines of they acquire, increase and maintain brand loyalty by simply focusing on removing unnecessary fractions and enhancing positive experiences for customers.
User Experience continues to evolve every day for the better. Part of the drivers of this change is the application of Artificial Intelligence and Machine learning in improving user experience.
Artificial intelligence (AI) refers to a machine that imitates human behaviour. Machine learning, on the other hand, is a part of artificial intelligence that allows devices to learn without being programmed to do that, such that with more data it comes across, it can be able to derive patterns, predictions and solutions.
How AI and Machine Learning are improving UX
With clarity on what UX, AI and machine learning are, how then can the latter two make UX better?
Smarter UX Designs
As the name artificial intelligence suggests, the user experience design is enhanced when an aspect of AI is incorporated in its creation. We have already alluded to the fact that AI majorly deals with the optimisation of systems by analysing data to find out what exactly makes the system better and what does not. So in this case, with the application of AI and machine learning in UX design, the need for maintenance and optimisation are eliminated.
It is essential to mention that this doesn't mean that AI and machine learning will phase out the jobs of UX designers. If anything, its application only comes in to make their work much more manageable and accurate.
Focused Analysis of Data to serve The Needs & Behaviours of Customers
Technology has changed a lot. It has increased the number of systems in existence which has in correlation led to the skyrocketing of users. Whenever a user interacts with a system, data about the experience and interaction is produced. To be able to sort through an enormous amount of data, application of AI and machine learning is necessary. Through this analysis, specialists can analyse the relationship between customers and products to improve UX.
Machine learning, on the other hand, will come in to give an analysis of the product itself as well as ways in which improvements can be made on the same. With the AI and machine learning taking root in UX spaces, you can expect that in the years to come (maybe even months), machines will be doing all the sorting of data sets and whatnot, while UX designers arrange the optimisations.
Whatever site you're on, chances are you loathe the Ads that pop up after every so long. There's interesting research that suggests that you are more likely to climb Everest than click on that Ad. Marketing through Ads is even harder, considering research shows that a human being has an unbelievably short attention span. Couple that with the fact that we have several users hell-bent on getting pop-Ad blockers.
Also, you have several competitors who are also on a mission to put their brand message out there. With all these working hard against a marketer, it is crucial to get to the preferences and interests of your customers such that you have most clicking the Ads. You can use AI, and machine learning to gather data every time the customer shares a picture, likes a page, visits a page, comments on something, to get the hang of what their interests are.
Businesses depend on customer service a whole lot. AI and machine learning can improve your UX design by having a 24/7 customer service to address your customers’ issues. An upside to this kind of customer service is that they work tirelessly and are immune to changes in mood. Several businesses have incorporated this aspect in their operations, and in 75% of such companies, customer satisfaction had increased by a whopping 10%.
On several fronts, it is easy to argue that automation of UX has failed miserably, especially if we look at the companies that are into massive innovation. Case in point would be the automated Tesla that was in trial stages that almost blew the company’s reputation.
A look at a company like Amazon and you will realise AI betters UX design, evident by how Amazon has been able to make life-long brand loyalists through optimisation of product suggestions for every user. In fact, the company owes 35% of its revenue to this calibre of optimisation.
Emotion Artificial Intelligence
Granted, machines don't have emotions as genuine as humans do, but with the development of tech, we have an intriguing part of AI. Emotion AI can be able to improve your UX design by learning the emotions of users and influencing them. AI can read anger, sadness and happiness. This emotional data sets can give you an analysis of what marketing strategies to employ for maximum reach.
There's a whole debate on whether or not AI and machine learning by extension have come to take away jobs from humans. Well, this is my stand. As you may already deduce from the tone of the article, a collaboration of UX designers and AI might as well be the best thing to happen yet. If anything, AI and machine learning make work easier. Embrace. Read up. Create amazing UX designs.