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Tonic Worldwide’s GIPSI launches X-Factor report on UI/UX to help brands

Gipsi is the HI+AI insight division of Tonic Worldwide

GIPSI, the HI+AI insights division of Tonic Worldwide, has launched the X-Factor report on UI/UX which gives seven important points which should be kept in mind by brands to conquer the next digital frontier.

UI/UX is one of the top skills in demand because, for the consumer to love the website or app it requires both, UI and UX. In the last two years, with the pandemic pushing the digitisation agenda, e-commerce and digital presence has taken the centre stage.  

GIPSI poses UI/UX as the X-factor and brings together seven insights for building a brand. It does it with its HI+AI methodology using digital data including 100+ websites and apps.

The key highlights of the GIPSI report are:

  • Personalisation: It is crucial to understand the need for ‘Personalisation’ to delight the consumers without being creepy. Personalise but don’t cross the line.

Implication: Anticipatory design is the secret sauce for personalisation. Build it by using Season and temperature, Geo-location, browsing trend, search habit, likes and dislikes, gender preference, time habits, cart content. The brand which masters the balancing act will be a step closer to winning the consumer.

  • Verisimilitude Experience: UI/UX is the missing ingredient in the success of web 3.0. Passive engagement to mere active engagement is not enough for the consumers to accept metaverse. They are seeking verisimilitude experience.

Implication: Get your edge in web 3.0 with the X-factor to match up to the high experience expectations.

  • Experiential UI/UX: Indulge and assure with virtual try-on. Trials are deal breakers for many brands in the offline world as they indulge and assure the consumers before buying. The virtual try-on is a great way to simulate the experience.

Implication: AR is the key technology for experiential UI/UX. All top beauty apps (Nykaa, Purplle, MyGlamm, Smytten) have virtual try on which help consumers get experience before the experience.

  • Interface Delight: In the race of going digital with your business, don't forget to invest in interface delight. Just turning your offline offering into an app is not enough. Pay close attention to the app and the website reviews to keep a check on the delight.

Implication: Grab a brownie point for the brand for a great interface, (a) Be transparent and communicate for users' clarity (tell them what's going on), (b) Don't take their memory test; build familiarity with intuitive design. Don't rely on their recall memory, (c) mental hierarchy: Prioritise the information in terms of usage, (d) Declutter and Go simple: Make decision making simple with simpler design, (e) Allow them to change their minds: Give options to reverse the action, (f) Don't let anything come in the way of action: Apply Fitts’s Law to interactive elements; a large button for a quick click.

  • Voice Experience: Brands are on mute and there’s a huge opportunity in unmuting. More than 50% of all smartphone users are engaging with voice search technology. Unleash the voice to bring out the X-factor of your brand. Millions of brands but only a few voices - Siri, Alexa, Google, Cortana.

Implication: How does your brand sound? Add voice to the brand personality. Start by adding voice function as a search option on your app/website but invest in your own brand voice technology to stand out from the existing voice options.

  • Inclusive Experience: UI/UX has the potential to make brands more inclusive and be more humane. Design for all should be the mantra as over 15% (>1 billion) of the world’s population have disabilities and this number will increase to double by the year 2050.  253Mn of the world’s population are affected by some form of blindness and visual impairment.

Implication: Inclusivity is the need of the hour. Make it happen with UI/UX for the specially-abled consumers by optimising font sizes, improving colour contrast, supporting with screen readers (audio assistants), keeping adequate line spacing and large tap target, adding longer timeout.

  • Diversity Experience: Diversity is the new hygiene which can be offered with design. Authentic representation of language, skin, gender and more can increase the EQ points for your brand.  58% of Gen Z shoppers have purchased a fashion item outside of their gender identity. 79% of men and women are looking to purchase more gender-fluid clothing in the future. 72.1 % of customers prefer to use websites in their native tongue for most of their online activities 

Implication: Be multilingual, be mindful to preferred pronouns, be sensitive to skin tone and sizes. If you’re not keeping diversity in mind in UI/UX then you’re always upsetting certain cohorts. 

Anjali Malthankar, National Strategy Director, Tonic Worldwide, said, “Pandemic definitely got a lot of marketers to move their businesses to digital with apps and websites. But only intent and presence is not enough, is the point the UI/UX-Factor report is trying to make. If UI/UX is used as a brand building block it can conquer the next digital frontier. From Personalisation to Verisimilitude in Metaverse, from Diversity to Inclusivity and from Voice to Experiential, the UI/UX is the X-Factor that needs to be explored and recognised as a powerful brand building block.”

Unmisha Bhatt, Co-Founder and Chief Strategy Officer – India and MENA region Tonic Worldwide, said, “UI/UX will be a gamechanger to help the marketers build their brands and enhance user engagement. This is our attempt to make life simpler for the brands. It has been our endeavour to empower our clients with UI/UX as not just another function but a powerful brand building tool.”

The report:

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