EffectiveUI study conducted by Harris Interactive reveals that 87 percent of people leave with a negative perception of a brand after a frustrating digital experience
Only 15 percent of people think technology - including mobile devices, smartphones, tablets, etc. - has made their life more complicated, according to a study conducted by Harris Interactive among more than 2,000 U.S. adults in October and commissioned by EffectiveUI. But while technology and quick access to information is making life easier, people also say that the digital experience is becoming more frustrating.
-- 93 percent of people have found themselves frustrated with the usability
of a website, and, on average, are frustrated with websites 23 percent
of the time.
-- 72 percent of mobile device owners have found themselves frustrated with
the usability of a mobile app, on average 25 percent of the time.
This frustration has huge implications on a brand, as 87 percent of people say that a frustrating digital experience leads to at least a somewhat negative perception about that brand.
People say they want digital experiences to be easier. On average, people would do more of the following activities if they were easier:
-- Banking - Respondents said they would do nine percent more banking.
Industry statistics point to growth specifically in the mobile market,
with the percent of mobile banking users compared to PC banking users
expected to more than double by 2017, according to a July 6, 2012 blog
post by Susan Huynh of Forrester Research, Inc. entitled: "The Data
Digest: Mobile Banking's Massive Growth Is Supplementary To PC Banking."
-- Insurance - People say they would handle 13 percent more insurance
needs. According to IBISWorld, the majority of insurance policies are
initiated online, but most are still completed using an agent. With the
industry as a whole estimated at $429 billion in the U.S., making it
easier for consumers to conduct this business online could result in
huge cost savings for providers.
-- Shopping - Respondents would do 12 percent more shopping online or via
mobile. In a $225 billion market, as reported by Internet Retailer, this
equates to a $27 billion opportunity for online retailers.
-- Reading - People say they would do seven percent more digital reading.
BookStats reports that the eBook market was $1.54 billion in 2012,
equating to a $108 million opportunity.
-- Television viewing - People would view nine percent more shows
digitally. With IBISWorld estimating the market at $3 billion, this
equates to an additional $270 million in revenue.
"The trouble with the current situation is that we, as digital professionals, consider ourselves to be tech savvy, but the people we are designing for don't see themselves that way," said Anthony Franco, president and co-founder of EffectiveUI. "We have to start building experiences for the people we are meant to serve - to help solve problems not as engineers, but as empathetic human beings."
EffectiveUI at GigaOM Roadmap
EffectiveUI is addressing these topics today at GigaOM Roadmap 2013. First, the company will host a panel discussion titled, "The Telemetrists Meet the Experientialists" on the combination of data science and experience design, and how companies must leverage both to create meaningful digital experiences. The panel takes place at 3:10 p.m. today, and the participants include:
-- Corey Bernardo - Vice President, Global Experience Design,
Hewlett-Packard
-- David Gutelius - Principal and Co-Founder, The Data Guild
-- Cameron Turner - Partner and Data Scientist, The Data Guild, and
-- Tim Wood - Vice President, Design and User Experience, EffectiveUI
In addition, Anthony Franco, will explore the history of digital experiences, and share thoughts on how far we have yet to go to make them better in a session titled, "Confessions of a Reformed Technologist," today at 4:20 p.m. on the main stage.