From Questions to Knowing
Right now, all brands are at the mercy of uncontrollable moments. Social media and the growing demand for always on, accessible everywhere interactivity make it nearly impossible for your brand to have control over what the experiences your consumers have are like. You are living in a world of questions without any clear answers.
As your data muscle gets stronger, you begin to bring some of those moments back into your control, identifying which experiences are working well for you and which ones aren’t. You start to get a clearer picture of how things should work, but it can (and will) go beyond this.
Adaptive experiences will begin to do more of the heavy lifting in experience creation, enabling your brand to respond in real time to the moments that matter most. The Curve of Differentiation will help you know which interaction points have the greatest impact, and you can focus the adaptive UI’s capabilities on those areas. By their very nature, they’ll be adapting to inputs in the moment, and the Curve will start to sharpen in focus. Suddenly you’ll move from a world of questions to a world of knowing.
Instead of the turnaround time even the most agile teams require to shift, adjust and trial new approaches, adaptive experiences can quickly and seamlessly spin out variations on an interaction as soon as a consumer needs a little TLC or in the exact moment they would benefit most from a boost. You’ll know, right away, what is and isn’t serving your consumers. And that information will feed back into the adaptive experiences, making them smarter and improving how you serve your consumers. The ability to assess, adapt, and reassess will be instantaneous and continuous.
This won’t happen overnight, and it won’t happen at all without the right data systems in place. But brands that want to succeed long-term will need to engage with this concept sooner rather than later.
Jason Cottrell is Founder and CEO of Myplanet, a software design studio that specializes in creating digital experience platforms for omnichannel retailers, e-commerce companies, telecom, grocery and other global brands.