In retail industry, one brand’s UX design is proven to be the main reason why their customers stay loyal. The never-ending UX design improvements we have seen in so many shopping platforms have somehow increased customer’s expectations in shopping online. They wanted it to be “real”. Now, let’s see how UX is affecting each customer’s concept of shopping online.

The current UX trend in retail industry

UX is said to be the key behind a successful business because of how customers are always craving for a comfortable experience and simpler journey. UX designers try their best to give users those experience by implementing it on their apps. Unfortunately, we have now reached a certain point where UX is no longer considered to be a unique selling point because of how similar one brand’s UX design is to another. It is now time for a UX revolution.

Now, let’s talk about how people are easily enthralled by stories. Well, the fact is, human naturally respond well to stories because of how it cultivates their emotion and make them feel some kind of a connection. That is why just a simple, user-friendly design is no longer enough. This new storytelling technique is the way UX designers translate user’s value into reality, making them relate to it on a much deeper level.

These type of UX designers are now considered as UX writers because they “write” stories for users to experience. Some of the most reputable companies in the world like Google, Amazon, and YouTube have all been using this technique to connect with their users. They realize that copywriting is as crucial to the overall design of a product as wireframes, prototypes, and UI elements.

The role of User Experience design in retail industry

On e-commerce sites, shoppers are already accustomed to seeing a smooth, convenient, and practical UX design. If one app’s UX is poorly designed, shoppers will immediately be on their way to browse other potential sites, looking for a better shopping experience.

As more and more retailers compete to make an even more intuitive design, other retailers who are still stubborn to keep it old-fashioned will find it difficult to stay in the game. Shoppers will be less and less willing to endure the friction of their dated and cumbersome processes. Regardless of what the reason is, such as long, slow-moving checkout process, people will start gravitating towards businesses that offer better, more intuitive shopping experiences.

By offering customers better shopping experiences, real-world retail outlets can increase customer loyalty and thereby expand their customer base.

The impacts of AR & VR for retailers

The current UX world is already familiar with the technology used in both AR (Augmented Reality) and VR (Virtual Reality). AR and VR are both expensive technologies, focusing on creating the idea of how human can see and feel a product of a virtual world.

A certain BRP report has indicated that 48% of consumers admit that it is more likely for them to buy products from a retailer that can provide them AR experiences than those who cannot. That being said, we are faced with the fact that only 15% of retailers nowadays who realize the importance of AR and putting it into use, maybe because the technology is improving, and it is certainly not cheap.

And then there’s AI (Artificial intelligence), an automated technology that has taken over the developmental horizon in several industries. It can be in the form of a voice who can communicate with you in real-time, such as Siri or Google Assistant, or a chatbot whom you can always connect with, virtually. The market is continuing to grow and have successfully made an impact on people’s lives. The needs of UX in AI app will also rise and it needs to be taken care of.

UX design will now stretch into well-thought innovations that can assist people in curtailing the irritations of daily life. Therefore, UX designers or writers must be able to present this solution through the way they design their apps, quoting some words from Steve Jobs: "Design is not just what it looks like and feels like. Design is how it works.

Author: Priyadi Wicaksono (Creative Director)