The digital user experience is changing fast. Instant Messaging has accustomed us to immediate responses with the touch of a button, and to interact differently than through a traditional webpage. The user wants everything immediately. He wants relevant, contextual information and does not want to waste a minute looking for it.
However, the traditional digital experience is anchored in the search: I “search” on Google, I access a web page. I “search” on that page and, after browsing for a while, I decide that it may not be the most appropriate page. Then, I return to the list to “search” for other options, or refine my “search” in new terms.
In other words, the traditional digital experience gravitates around the search, while the emerging experience gravitates around results. The traditional experience is becoming too slow and the digital world is preparing to assimilate that new trend.
Instant messages, the epicenter of this earthquake, are still outlining their integration strategy into the digital market. Some, like Telegram or Kik, are ahead of the others from opening their platform to developers. We are all expecting Whats App to make moves.
Instant messaging’s immediacy is the new digital tsunami. Users want immediate results, not more or less simple searches. The tsunami is breaking sectors, opening a breach in the incumbents’ defenses. In this new scenario, projects that advance the expected results of the digital experience will conquer. The fastest will win.
In other words, the traditional digital experience gravitates around the search, while the emerging experience gravitates around the results.
Some examples illustrate the situation. When searching for jobs, new platforms appear that leave the relationship between candidate and employer in a chat’s hands. This accelerates the contact between them, and they leave behind online tools that are slower in achieving results.
In the tourism sector, the pattern continues. The user does not want to spend time searching for hotels, transportation, or even destinations. “I’ll help you” or “I’ll look for you” services are pillars in the new projects, given that the help of experts is also a way to expedite the digital experience.
In the music sector, content editing opens up a side competition for large platforms like Spotify. FitRadio is an interesting form of business, where DJs create fitness playlists. What more can I ask from the digital experience than a playlist while working out?
In the search for work, new platforms appear that leave the relationship between candidate and employer in a chat's hands. This accelerates the contact between them, and they leave behind online tools that are slower in achieving results.
Am I ready for change?
Great digital movements always start in the most permeable sectors of digital business, such as tourism, travel, hospitality or music. From there they spread to the rest of the digital economy.
Banking, insurance or large areas should already be analyzing the new scenario to prevent the gap of immediacy. Strategy teams should look for technologies and user experiences capable of getting results that digital customers want.
In this sense, chat most demonstrates immediacy because it establishes communication in real time. However, it is not always a desirable tool. Chatbots are a hybrid solution to create a first level of customer service in a chat type interface. The human factor also becomes important, as well as the prediction of behaviors through artificial intelligence.
Every business is a different case. The important idea, however, is that the new technological wave creates more competition with new operators and faster technologies.
Chat most demonstrates immediacy because it establishes communication in real time. However, it is not always a desirable tool.