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Popular Design News of the Week: December 21, 2020 – December 27, 2020

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Every week users submit a lot of interesting stuff on our sister site Webdesigner News, highlighting great content from around the web that can be of interest to web designers.

The best way to keep track of all the great stories and news being posted is simply to check out the Webdesigner News site, however, in case you missed some here’s a quick and useful compilation of the most popular designer news that we curated from the past week.

Minimal CSS Loader Collection

 

Webdesign Toolbox: Find the Perfect Web Development Tools

 

Facebook: Free as in Bullsh*t

 

New Year Edition: Top UX/UI Design Trends Rushing to Us In 2021

 

Our 50 Favorite CSS Libraries, Frameworks and Tools from 2020

 

404 Page Inspiration – The Best 404 Pages from Around the Web

 

7 Best Instagram Tools for Designers in 2021

 

HTML New Tab for Chrome – Design your own New Tab Page

 

48 Incredible Ways Designers Responded to COVID-19

 

QR.New – Make a New QR Code with Text

 

Hotwire – HTML Over the Wire

 

Entry.dev – Entry-level Developer Jobs

 

The Dribbble Shots that Defined 2020

 

Convert Web Pages into PDFs with Puppeteer and NodeJS

 

Best Practices for Building Offline Apps

 

Axel – Powerful Rituals to Drive your Team to Success

 

Sorry, but We are not all Designers

 

Zecoda – The Easiest Way to Build Websites Without Code

 

Nebula – A Fully Featured Particle System Designer for the Web

 

Write Code. Not Too Much. Mostly Functions

 

How to Favicon in 2021: Six Files that Fit Most Needs

 

5 Years of Design – Time Travel Through Handpicked, Beautiful Designs

 

How the Web is Really Built

 

How to Be a 10x Developer

 

Why this Forgotten Punctuation Mark Should Be Revived for 2021

 

Want more? No problem! Keep track of top design news from around the web with Webdesigner News.

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Source de l’article sur Webdesignerdepot

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Popular Design News of the Week: December 14, 2020 – December 20, 2020

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Every week users submit a lot of interesting stuff on our sister site Webdesigner News, highlighting great content from around the web that can be of interest to web designers.

The best way to keep track of all the great stories and news being posted is simply to check out the Webdesigner News site, however, in case you missed some here’s a quick and useful compilation of the most popular designer news that we curated from the past week.

The Best Design Tool of 2020 is not What You Expect

 

14 Top Design Trends to Watch Out for in 2021

 

UI Trends for 2077

 

Firefox was Always Enough

 

Wavelry – Create & Customise Wavey Svg and Png Backgrounds

 

Design Documentation

 

The Best 25 Black and White Web Design Inspiration

 

2020 Design Tools Survey

 

Web Design in 2021 – What to Expect

 

How to Accelerate your Online Presence Using SEO

 

Email Signature Design Guide, Best Practices, and Examples

 

Lavender – Write More Confident, Effective, and Thoughtful Emails

 

Buy Don’t Build

 

Glorify 2.0: Create High-Quality Product Images at Low Cost

 

5 WooCommerce Design Mistakes to Avoid

 

15 Best Free Christmas Fonts to Design Gift Cards

 

How to Create a Full Width Page in WordPress (Beginner’s Guide)

 

For the Fans: How to Make and Sell your own Merch

 

How to Build a Strong Design Team Structure

 

A Designer’s Guide to Receiving Criticism and Managing Feedback

 

It’s Always Year Zero

 

How to Design Better Pinterest Graphics and Attract Clicks

 

Dropover – Easier Drag & Drop on your Mac

 

7 Fantastic Youtube Videos on Web Typography

 

Colour Contrast Checker – Check the Contrast Between Different Colour Against WCAG

 

Want more? No problem! Keep track of top design news from around the web with Webdesigner News.

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Source de l’article sur Webdesignerdepot

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5 Ways to Boost Engagement With Animation

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Animation is a fun and interesting way to bring life to a website. Used correctly, it can capture audience attention, make your website more engaging, and even improve your chances of delivering conversions for your clients.

Unfortunately, like many things in the web design world, it’s also easy to get too carried away with animation. As professional designers and developers, it’s up to us to find the line between making the most of animation on our website projects and creating a site that’s overwhelmed with too much activity.

Fortunately, by the time you’ve finished reading this article, you’ll have a deeper insight into how you can use animation in web design, without going too over the top.

Introducing Animation in Web Design

Animations are virtually everywhere on the web today.

In the past, when designers first discovered that they could embed movement into their websites, the amount of animation we saw was often higher than it needed to be. It wasn’t uncommon to find some websites running entirely on Flash, where every element could be animated.

Fortunately, the trends of modern web design have left those practices behind. These days, it’s a lot more common to make animation a part of the overall user experience, rather than focusing on them as a centerpiece attraction. For instance, you’ve probably noticed plenty of animated sliders showing off pictures in a gallery, or transition animations when people hover over a button.

Since it’s entirely possible to construct an entire website with no animations at all, the key to creating an engaging website today is making sure that every animation you use serves a specific purpose. Your animations should make a website more attractive, easier to use, and better for navigation. Add too many, and you could even risk slowing down a site.

So, where does it make sense to use animation for web design?

1. Loading Animations

One of the best ways to use animations in a website is to distract and delight users as a page loads. You can use the animation to deliver a unique experience, or even just highlight the playful nature of your brand. For instance, just check out this classic load animation called “Tightrope.”

You can also use things like particle animations to capture a customer’s attention and help your visitors relax when they visit a website. Particle animations can be interactive or non-interactive, and they’re a great way to stop visitors from feeling frustrated when a page takes too long to load.

A website by Edan Kwan called “Particle Love” shows you exactly what kind of experience you can create with real-time animations.

The more you can delight visitors with experiences that keep them engaged while the information they need is loading, the less likely people will be to hit the “back” button.

2. Microinteraction Animations

Microinteractions are quick and simple animations that come with specific use cases. Usually, this animation works to provide visual feedback and information when you interact with a specific element.

For instance, this microinteraction design from Colin Garven encourages users to enter their email address and password into a login field:

Ideally, the best way to use microinteractions is to make them as subtle as possible. These tools aren’t here to steal the spotlight from other information on the page. However, they can sometimes encourage your viewers to take the next stage in their conversion journey.

Animated microinteractions can be as complex or as basic as you choose. For instance, you could use them when:

  • Highlighting if a feature is switched on or off;
  • Letting users know when actions were successful (like sending a message in a contact form);
  • Showcasing important information, like prices on a table;
  • Animating icons on your site to encourage action;
  • Depending on your experience with animations, you can even find themes and plugins that come with options already built-in.

3. Dynamic Backgrounds

An animated background can be an excellent way to make your website stand out from the crowd. However, it’s important to remember that excessive animation has a habit of making your site slower and more clunky than it needs to be.

The animated background on the mystaticself.com website is fantastic for introducing customers to new information with a handy dynamic menu.

Often, the only reason that you should create your own dynamic background for a website, is if it’s going to improve your customer’s experience in some way.

Remember, ensure that the animations that you’re using on your website aren’t going to make any aspect of your site more difficult to use. Animated backgrounds need to offer a compliment to your existing website, rather than distracting customers from what they want to do.

Before you go all-in with your background animations, focus on animating small sections of an image, one piece at a time. You can also animate components with very small motions too.

4. Reveal Hidden Messages

Another excellent way to use animation in web design is to harness it for showcasing important information. For instance, a navigation menu is an important component in your website design, but it can also take up a lot of valuable space.

In some cases, a hidden menu that appears when a customer scrolls over a small box or icon could make a lot of sense. You can also think about animated drop-down menus if you’re working with a website that has a large number of pages.

Check out this fun example of an animated CSS3 menu:

The sections change color and move as you hover over them, making it easier to see exactly where you’re clicking.

It’s up to you exactly how creative you want to be when you’re playing with animated menus. The easiest option is often just to have a component that changes color or shape with a hover effect. However, you can also expose hidden menus and extra information too.

For instance, with some websites, you can create pictures that turn over to show information on the other side. That means that you could create an about page with pictures of team members, which flip to show biography information.

Just make sure that everything works smoothly, both on desktop and mobile.

5. Try Carousels

Finally, we come to perhaps the simplest and most popular way of using animation in web design. Carousels are a common component of almost every theme on the web today. They’re great for showing off useful information, such as what a website has to offer, or which deals are available.

When creating a carousel, you can either give your users control over how quickly an image transitions, or you can implement automatic movement. On the heathfield.co.uk website, the designer has added buttons to let you flip backwards and forwards between photos, while also ensuring that the animation is automatic.

Without the animation to show you the pictures sliding into space, the transitions between each picture would be instant – which is a little more jarring for viewers.

Sliders are such a common component of web design today that customers almost expect to see them on many websites. That means that you can enjoy a very effective experience if you want to avoid doing anything too dramatic with your websites.

You can use sliders for everything from showing off products, to displaying testimonials from customers and more. It’s a great way to compress a lot of useful information into one small space on a site.

Use Website Animation Carefully

The most important thing for most designers to remember with animation and web design is that it’s entirely possible to have too much of a good thing. When it comes to creating amazing designs for your clients, you can take advantage of animation to encourage more engagement and a unique experience. However, you shouldn’t allow yourself to go too over the top.

Rather than animating every aspect of a page to constantly grab visitor attention, think about how you can make the visitor experience more compelling with the right animation choices. If an entire page of animation on the background isn’t right for your target audience, perhaps custom animations on a navigation bar or a slider would be a good option instead.

At the same time, remember to make the most of the latest technologies on the market for adding animation to web design. A good combination of CSS3, JavaScript, and HTML5 often makes it easier to create more immersive, high-quality animations that users can interact with on desktop and mobile alike.

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Source de l’article sur Webdesignerdepot

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Popular Design News of the Week: December 7, 2020 – December 13, 2020

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Every week users submit a lot of interesting stuff on our sister site Webdesigner News, highlighting great content from around the web that can be of interest to web designers.

The best way to keep track of all the great stories and news being posted is simply to check out the Webdesigner News site, however, in case you missed some here’s a quick and useful compilation of the most popular designer news that we curated from the past week.

Web Typography Rules: What You Need to Know

 

How Microsoft Crushed Slack

 

Graphic Design Trends for Social Media in 2021

 

UX Christmas

 

Traxr – Monitor Links with 100% Accuracy

 

Hexometer 2.0: Monitor Website Issues and Performance Actively

 

Designing Data Science Tools at Spotify

 

Cow Pilot – The Deadline Driven To-Do List

 

Roy – A Simple & Delightful Color Picker for Designers

 

5 New SEO Tools for Marketers

 

21 Unique Web Design Trends for 2021

 

Newsletter Spy – A Database of 20,000+ Substack Newsletters

 

Visme 2.0 – All-in-one Design Platform

 

2020 Year in Review

 

How to Build a Web App: Key Steps for Starters

 

How to Create a Style Guide to Enhance your Brand’s UX

 

WordPress 5.6: New Features, Changes, and What Else to Expect

 

The Dos and Don’ts of Creating your Product Roadmap

 

Pantone Reveals Two Choices for its Colour of the Year 2021

 

Headlime 2.0 – Professional Marketing Copy for Anyone

 

Design for Sales: 10 Creative UI Designs for Ecommerce

 

How to Build a Strong Mobile App Brand

 

10 New Rules of Design

 

Remake 2.0: Make Web Apps with Just HTML and CSS

 

A Step-by-step Guide to Designing a New Feature for a Popular Product

 

Want more? No problem! Keep track of top design news from around the web with Webdesigner News.

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Source de l’article sur Webdesignerdepot

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5 NLP Trends to Watch in 2021

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Although still in its infancy, 2020 has been a year of significant growth for Natural Language Processing (NLP). In fact, research from Gradient Flow found that even in the wake of the COVID-19 pandemic, 53% of technical leaders indicated their NLP budget was at least 10% higher compared to 2019, with 31% stating their budget was at least 30% higher than the previous year. This is quite significant, given most companies are experiencing a downturn in IT budgets, as companies adjusted their spending in response to the pandemic. 

With the power to help streamline and even automate tasks across industries, from finance and healthcare to retail and sales, leaders are just beginning to reap the benefits of NLP. As the technology advances further and its value becomes more widely known, NLP can achieve outcomes from handling customer service queries to more mission-critical tasks, like detecting and preventing adverse drug events in a clinical setting. As NLP continues on its growth trajectory, here are some of the top trends to watch in 2021. 

Source de l’article sur DZONE

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3 Essential Design Trends, December 2020

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The end of the year tends to be busy for a variety of reasons and it can limit some of the freshness we see in designs during much of the year. Regardless, there are a few trending design elements.

What we are seeing right now is rooted in deep simplicity with a focus on the message.

Here’s what’s trending in design this month…

Activism and Engagement

Websites with a focus on societal issues have moved to the forefront. While the look and design techniques used for these websites can vary greatly, there’s a common theme of activism, community engagement, and support.

What’s great about this movement – and what it reflects – is that people can take to the digital space to help amplify their message or find support with people who are going through the same things they are.

While some of these efforts are backed by people and brands you may know, that’s not always the case.

The designs also work best when they reflect the personality of the spokesperson or mood of the issue at hand. Note the vast differences in the three examples.

The I Weigh Community uses bright color with a black and white image of promoter and celebrity Jameela Jamil to bring attention to mental health issues.

Wear the Waste by retailer H&M uses simple typography in a natural environment to set the stage for more eco-friendly clothing options.

Wavering Stripes uses an illustrative approach to bring attention to the stories of immigrants in detention.

Each design is vastly different but all are striking and draw attention to the causes therein. The common thread is that each design is simple enough to draw you in and help you better understand the message and not get lost in tricks or design effects.

 

 

 

In Your Face Products

’Tis the season for product promotion.

Designers are opting for larger-than-life product images that allow shoppers to see every detail before making a purchase. (Seems like a good plan in a socially-distanced pandemic world.)

It can work in a number of ways:

  • With an oversized image and ability to use on-screen controls to take a closer look;
  • With video and animation effects to see the product in action;
  • With super high-resolution and zoomed in photography.

Pair these visuals with strong descriptive language and you’ve got a winning combination.

The variance in the examples is a good showcase of how to do this well, while not over-doing effects.

The Fitbit Charge 4 website uses an opening image of the device that’s way larger in scale than reality (especially if you are on a large desktop screen). Users control using click and scroll to get more views and details of the device. Zoom and animation aren’t overwhelming, providing a solid look at the product.

The Nest Thermostat opens with a video animation of the device moving into the forefront of the screen. (It’s rather quick.) From there, if you want more detail, there’s a video to watch that provides deeper product information in a digestible manner.

The final example isn’t really a product at all, but rather an art installation. What’s interesting is that it uses these same oversized options to show the art in detail. This is a great way to handle seeing something that you may not be able to experience in person. What makes it work so well is that the angles of the photography mimic how you would view it, looking up toward the piece hanging from the ceiling.

 

 

Simple Motion for Impact

Carrying on the theme of big, bold, and oversized designs, this trend focuses on simple animation for maximum impact.

While all-out cinematic animation can be fun to watch, it can be a little overwhelming at times. This more subtle approach is easier to digest and helps put the focus on the content at hand rather than the effect on the display.

There are plenty of ways to use simple animated effects, including scrolling animations, hover actions, and constantly moving elements. (You can see each of these if you click through the examples.)

The Patrick Mahomes store, 2PM, uses a single line of moving text that tells you what the website is about. It differentiates the retail store website from information about the athlete or his other efforts. White text on a black background is classic and easy to read. The most important thing of note may be the speed of the animation; it’s timed in a way that’s scannable but not dizzying. Sometimes the hardest part of nailing an animation is getting the speed right.

The resume-style website for Naomi Niko is striking and simple, but neat hover effects and a simple scroll animation for her resume only – and not the photo or details on the left side of the screen – make the design intriguing. The almost awkward crop and directional pull of her image also creates interest and makes you want to get further into the design.

Guilbo uses layered hover animation to make it look like he’s blowing a glittery-dust off the screen and at the user. The rugged detail of his face with the sparkle of the animation is a fun contrast. The design uses layering with dots in the foreground and background for an additional depth effect. It’s also especially nice that the objects are made to stay off his face for a realistic effect.

 

 

Conclusion

While 2020 has been an interesting year, designers have continued to find new ways to evolve the craft and create visual experiences that are inspiring. These trends are no exception.

It shows that even in unusual circumstances or with odd constraints, that amazing work and creativity can thrive. Stay creative everyone, and keep those new designs – and potential trends – coming!

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Source de l’article sur Webdesignerdepot

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How to Make Hyper-Personalization in Web Design Work For You

Personalization; it’s probably one of the most important design trends to emerge in recent years.

As consumers in all industries become more demanding, they’re increasingly searching for online experiences that are customized to suit their individual needs and expectations.

Today, personalization exists in virtually every digital interaction, from adverts on social media to PPC campaigns and email marketing efforts.

Used correctly, the manipulation of demographic, behavioral, and other in-depth user-data can help designers to create dynamic, highly customized content for each website user. At the same time, these unique websites ensure that designers really make an impact on behalf of their clients, outshining the competition and driving amazing results.

What is Hyper-Personalization?

Basic personalization in web design involves making changes to a design based on what you know about your client’s target audience.

For instance, if you knew that you were designing for an audience that spends more time on their smartphone than their computer, you’d concentrate on building hyper-responsive experiences for small screens. For instance, the Canals-Amsterdam.nl website is specifically designed to support people using smartphones to swipe, tap, and scroll.

If you’re aware that your customer’s target market is other businesses, you might put more testimonials, free demo CTAs and other enticing components on the website to encourage investment.

Hyper-Personalization is an emerging trend for 2020 that focuses on going beyond the basic understanding of a target audience, to look at genuine customer data. Hyper-personalization is all about leveraging in-depth omnichannel data to drive more advanced customer experiences on every page of a website.

For hyper-personalization to be genuinely effective, designers need access to virtually unlimited data, from CMS systems, sales teams, marketing experts, and more. When you have that data handy, you can use it to:

  • Design websites that showcase dynamic CTAs, featuring content relevant to each user;
  • Implement sign-in screens for customers vs. demo requests for new leads on home pages;
  • Showcase products similar to past pages when repeat customers return to a site.

Why is Hyper-Personalization Important?

Personalized experiences have always been important to the sales journey.

However, in an era where companies are constantly competing to grab user attention, you can’t just cater to your site designs to a group of people anymore. Increasingly, users are expecting specific interactive moments on websites, made just for them.

Amazon is an obvious example to consider here. As one of the world’s leading online shopping sites, Amazon’s efforts with website personalization are incredible. The Amazon website uses tools integrated into the back-end of the marketplace to watch everything a customer does on its platform.

As users browse through the website, the site jots down each category that you look at, and which items interest you. Thanks to this, Amazon can suggest which products you may be most interested in.

Websites like Madebyhusk also offer an incredible insight into hyper-personalization, allowing users to browse for the products that appeal to them based on in-depth filters like edging and color.

The result is a higher chance of conversion.

When customers feel as though they have complete control over their buyer journey, and that each step on that journey is tailored to them, they’re more likely to buy.

Better Converting CTAs

A call to action is an excellent way to move things along when you’re encouraging the buying process with your target audience.

Used correctly, your CTAs can encourage more than just cart conversions. They can also convince people to sign up for your newsletter via a subscription form, take a survey, or begin a free demo.

Regardless of the CTAs that you choose to implement, personalization will quickly make your requests more effective. According to studies, CTAs that are personalized are 202% more effective than generic alternatives.

For instance, Byhumankind.com uses a crucial statement: “Great personal care products don’t have to come at earth’s expense.” Followed by an engaging CTA to drive positive action from their audience. The company knows that they’re appealing to a customer interested in saving the planet, so they make the benefits of “Getting Started” obvious immediately.

Using data provided by clients, designers can figure out exactly how to position CTAs and offers for customers. For instance, notice that Humankind has a green colored CTA button.

Most buttons take advantage of bold colors like red and orange, but the green shade for Humankind further highlights the nature-driven personality of the brand.

Relevant Product Recommendations

Repeat customers are infinitely more valuable than people who purchase just one item from your site.

However, convincing a standard customer to become a repeat client isn’t easy. Sometimes, clients need a push to determine what they want to buy next.

Fortunately, as a website designer, you can help with that. Using dynamic modules in the product pages of your customer’s website, you can show individual end-users what they might want to purchase next from a specific brand.

These dynamic modules can use information about what each customer has purchased in the past, to suggest a new product or service. Amazon do particularly well in this regard, leveraging a vast marketplace and treasure trove of information to make quality recommendations. But you don’t need to be designing a considerable website for a global business like Amazon to take advantage of dynamic suggestions. Any business with a focus on hyper-personalization can benefit from this strategy.

Increased Time on Site

Any form of personalization on a website can significantly improve the amount of time a customer spends in that digital environment.

Imagine walking into a restaurant that seems as though it was designed specifically for you. The décor, the seating arrangements, and even the menu are customized to your taste. You’re more likely to spend your time and money there than on any generic food place you find on the street.

The same rules apply to website design. The more hyper-personalized you can get with your client’s design, based on what you know about their customers, the easier it will be to keep customers engaged.

For instance, the WarnerMusic.no website entices visitors with various high-quality images of popular bands and artists, before providing them with endless information about the brand and what it does. The designer of this site knew that it needed to appeal to the visual demands of the audience first, before offering useful information like featured artist lists, News, and blog posts to keep the users on site.

Hyper personalization is all about figuring out what kind of end-user you’re designing for, so you can build the digital environment that’s more engaging and compelling to them. Some designers even create dynamic pages that change depending on whether a customer is a repeat client or a new visitor.

Improved Loyalty and Affinity

Finally, it’s human nature that we all want to spend time with the people that treat us best.

We all value excellent customer service, which is why customer experience is the most significant differentiating factor for any organization today.

Web-based personalization works in a similar way. When you use your design tools to make the site experience that you give to each visitor warm, individualized, and welcoming, then your clients are sure to see a boost in customer loyalty.

Around 89% of consumers say that they’ll only consider buying from brands that care about them. As a designer, you can convince every website visitor that they’re going to get the experience they deserve. Just look at how TheHappyHero.com instantly lets clients know that they can expect a fun and friendly interaction on every page.

Accessing useful data from the companies that you’re working with before you begin developing and designing a website could be the key to creating happier customers and higher conversions.

The more delighted end-users are with the experience that a website gives them, the happier that your client will be with you – increasing the impact of your design portfolio.

If you can create customer loyalty and affinity for your client, then you will be able to develop the same feelings between yourself and your client. This could mean that you earn more recommendations as a designer and build your position as a leader in the industry.

Hyper-Personalization is Crucial for 2021

As companies continue to worry about how they can safely use data without crossing the line when it comes to customer privacy, hyper-personalization has stayed just out of the mainstream. While it may be a while before we see every website designer starting their process with piles of in-depth data, it seems that we are heading in that direction.

Customers in 2021 and beyond will undoubtedly want a more advanced and customized experience from the brands that they interact with – particularly in an era where it’s becoming much easier to deliver meaningful moments online.

Source

Source de l’article sur Webdesignerdepot

Autre source / On the same theme

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L’expérience client future : les valeurs déterminent la valeur

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La transparence numérique transforme les décisions des clients (autrefois considérées comme des choix personnels ou esthétiques) en choix moraux.

L’essor des décisions d’achat morales

Avant, les clients prenaient des décisions en fonction de critères comme la qualité et l’utilité. Aujourd’hui, ils se basent de plus en plus sur les valeurs et actions de l’entreprise.

Considérons cela comme l’essor des décisions d’achat morales.

Les réseaux sociaux et plateformes numériques permettent aux entreprises de savoir de manière rapide et transparente ce qui importe le plus aux clients. Les nouvelles tendances mode, par exemple, se propagent à travers le monde en seulement quelques heures, et non plusieurs jours ou semaines. Les réseaux sociaux aident aussi les clients à interagir facilement les uns avec les autres, où qu’ils soient dans le monde, du moment qu’ils partagent les mêmes croyances et idéologies.

Les plateformes technologiques ont donné naissance à une prise de conscience mondiale sur des problématiques internationales comme le changement climatique, la violence et les droits de l’Homme. Parallèlement, les réseaux sociaux et technologies numériques offrent une transparence toujours plus grande sur les opérations des entreprises, permettant ainsi aux clients de se renseigner plus facilement sur leurs valeurs. Les clients se tournent ensuite vers les marques et produits qui incarnent leurs valeurs.

Accroître la transparence numérique aide les clients à évaluer les valeurs des entreprises à travers trois grandes catégories :

Les valeurs esthétiques

Elles influencent le plaisir et le mécontentement que nous procurent différentes choses comme la musique, la mode et le design. Les plateformes sociales diffusent les choix esthétiques des gens plus loin et plus vite, ce qui accélère comme jamais les tendances en matière d’esthétique.

Les valeurs personnelles

Elles déterminent les sentiments relatifs à la santé, au mode de vie et aux relations. Les clients s’attendent à ce que les entreprises adaptent leurs produits à leurs valeurs personnelles, d’autant que la personnalisation est de plus en plus facile.

Les valeurs morales

Comme l’honnêteté, l’équité et la compassion. Elles définissent ce que les individus pensent être bon ou mauvais. L’alignement des marques sur les valeurs morales joue un rôle de plus en plus important dans les décisions des clients.

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Les plateformes sociales sensibilisent davantage aux défis humains à travers le monde, tels que l’accès à la nourriture et à l’eau, le changement climatique et la violence. Cette prise de conscience donne plus de poids aux valeurs morales dans les décisions des clients. Par exemple, si l’on choisissait avant nos chaussures pour des raisons esthétiques, aujourd’hui, nous entendons davantage mettre fin au travail forcé et marquer une différence.

La transparence incite les entreprises à prendre position. Les clients réalisent que, grâce à leur pouvoir d’achat, ils peuvent inciter les entreprises (voir « Des marchés aux communautés ») à soutenir clairement les valeurs qui leur tiennent à cœur. Les deux tiers des consommateurs affirment qu’ils soutiendront les entreprises qui, selon eux, font une différence positive dans la société (1). Et un nombre croissant de consommateurs condamnent les entreprises dont ils ne partagent pas les valeurs –(2). Il ne fait aucun doute que, pour les entreprises, les enjeux sont énormes et ne cessent de croître.

Pour aligner votre entreprise sur les décisions d’achat morales :

Comprenez les valeurs morales du marché

Les entreprises doivent intégrer en profondeur les valeurs morales de leur marché cible dans la conception de leurs produits et fournir aux clients des moyens de partager ces valeurs en faisant des déclarations. Mettez en avant et exprimez vos valeurs à chaque étape de l’expérience, de l’emballage ou des matériaux indiquant l’origine du produit, jusqu’aux scorecards numériques reflétant l’engagement de l’entreprise à l’égard de causes majeures.

Appliquez les valeurs morales à toute l’entreprise

Les clients savent si les entreprises sont sincères. Tirez parti des technologies émergentes pour assurer la transparence sur les sources d’approvisionnement, les conditions de travail, l’impact environnemental et la gérance adaptée des communautés locales. Par exemple, la blockchain peut aider à garantir la conformité au sein des réseaux de fournisseurs.

Prenez position ensemble

Revendiquez des positions claires et publiques sur des questions qui préoccupent collaborateurs et clients. Élaborez des programmes qui encouragent les partenariats sur une mission commune, et utilisez des plateformes numériques pour accroître l’impact. Par exemple, les compteurs intelligents des services publics entendent aider les clients à économiser l’énergie. Les programmes de type « Buy one, give one » intègrent le partenariat directement dans la transaction.

Faites de vos clients de vrais héros

Communiquez le succès en mettant l’accent sur l’impact produit par les clients et sur le rôle de soutien de votre entreprise. Développez des plateformes qui permettent aux clients de voir directement leur impact. Par exemple, les capteurs IoT sont capables de surveiller l’utilisation d’un produit de sorte que les clients puissent partager leurs accomplissements sur les réseaux sociaux.

Publié en anglais sur insights.sap.com

Références :

(1) Raphael Bemporad, « Brand Purpose in Divided Times » (La mission d’une marque en ces temps incertains), BBMG, 5 octobre 2017, http://bbmg.com/brand-purpose-in-divided-times/.

(2) Britta Wyss Bisang, « Five Key Sustainability Trends for 2018 » (Cinq grandes tendances en matière de développement durable pour 2018), Ethical Corporation, 12 mars 2018, http://www.ethicalcorp.com /five-key-sustainability-trends-2018.

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L’expérience client future : les clients deviennent contributeurs

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Les entreprises créent des plateformes ouvertes qui permettent aux clients de participer à tous les aspects de l’expérience, à la fois de manière active et de manière passive.

Le succès des plateformes ouvertes

Les clients ne se contentent plus d’être de simples consommateurs de biens et services, ils font partie intégrante du business model. Lorsqu’ils contribuent à la conception, production, commercialisation et utilisation de produits et services, la participation des clients est active. Quand ils acceptent de laisser les entreprises utiliser leurs données pour formuler et fournir des produits et services qui leur sont destinés, elle est passive.

Quoi qu’il en soit, les entreprises ne peuvent survivre sans créer des plateformes de données qui encouragent à la fois la participation active et passive des clients au développement de produits, de services et à l’expérience globale. Contrairement aux référentiels de données classiques qui ne servent qu’aux entreprises, ces plateformes ouvertes offrent de la valeur aussi bien aux clients qu’à l’entreprise.

Par exemple, plutôt que de devoir atteindre attendre la prochaine version d’une application de suivi alimentaire ou de cuisine, les clients ont accès à des plateformes ouvertes où les utilisateurs peuvent ajouter de nouveaux aliments, de nouveaux produits et de nouvelles recettes que d’autres personnes peuvent rechercher et utiliser. Les entreprises agroalimentaires et culinaires boostent la fidélité des clients et parviennent à développer leur plateforme de manière exponentielle, ce qui nécessite que très peu d’investissements supplémentaires.

Toutes ces données offrent aux entreprises agroalimentaires des informations inestimables sur la façon et l’endroit les plus adaptés pour développer leur activité. La plateforme devient le socle de l’entreprise et fournit une visibilité incroyablement riche sur le client, ce qui permet de définir une orientation
stratégique pour l’avenir.

D’autres entreprises, comme les fournisseurs de matériels agricoles ou fabricants de réacteurs d’avions, créent également des plateformes qui surveillent leur utilisation et encouragent la participation. Au fur et à mesure que ces plateformes deviennent plus intelligentes et que de nouvelles fonctionnalités sont ajoutées, la participation devient plus facile, créant ainsi un cercle vertueux. En échange de leur créativité et de leur expertise, les clients s’attendent à recevoir de meilleurs produits et services, bien sûr, mais apprécient aussi le statut, la reconnaissance, le sentiment d’appartenance et le sens issus de leur contribution à quelque chose qui leur tient à cœur.

Les clients s’attendent de plus en plus à contribuer à leur expérience des quatre façons suivantes :

En tant qu’utilisateurs

Les entreprises les plus performantes intègrent désormais les données client à l’expérience client, ce qui permet aux clients d’en tirer directement parti. Avant, par exemple, les montres connectées constituaient à elles seules l’expérience. Aujourd’hui, ce sont des dispositifs d’entrée qui alimentent les plateformes de données afin que les clients puissent profiter d’expériences beaucoup plus riches qu’ils ne pourraient le faire avec le dispositif seul (par exemple, records personnels, concours collectifs, rencontres et partage d’itinéraires).

En tant que créateurs

Les entreprises mettent des plateformes numériques à disposition du client pour libérer son imagination. Plutôt que de laisser les clients attendre la prochaine version de leur jeu vidéo, par exemple, les éditeurs créent des plateformes ouvertes sur lesquelles les joueurs peuvent créer de nouveaux niveaux et modules à destination de toute la communauté. D’autres permettent aux clients de suggérer de nouveaux concepts de produits.

En tant que producteurs

Les clients contribuent activement à la fabrication de produits. Par exemple, si les systèmes d’énergie renouvelable permettent aux clients qui produisent de l’électricité excédentaire de la vendre au réseau, les fournisseurs de repas en ligne livrent quant à eux aux clients des ingrédients et instructions pour qu’ils préparent eux-mêmes leurs repas à la maison (quoi de plus important qu’un repas fait maison et pris en famille ?).

En tant que soutiens

Les clients privilégient de plus en plus les entreprises qui leur permettent d’être actifs, de participer visiblement aux trois 3 R (réduction, réutilisation et recyclage) et à des programmes de recommerce (ou commerce inversé) (9). Les produits pouvant être facilement reconvertis, revendus, démontés et recyclés donnent satisfaction aux personnes préoccupées par le changement climatique, d’autant plus que les trois R sont en train de devenir un enjeu moral pour un nombre croissant de clients (voir « Les valeurs définissent la valeur »).

Quelles sont les étapes suivantes pour votre entreprise ?

Créez de la valeur à partir de la participation passive

Généralement, les clients acceptent de fournir leurs données en échange de valeur, surtout s’ils n’ont rien à faire. Par exemple, après avoir obtenu l’autorisation des clients d’accéder à leurs données bancaires et de carte de crédit, les sociétés financières utilisent des algorithmes de Machine Learning, des outils d’analyse et d’immenses référentiels de données pour créer des rapports d’investissement pertinents, sans que les clients n’aient à bouger le petit doigt.

De la livraison de produits finis à la mise à disposition de plateformes ouvertes

Appréhendez les clients comme de véritables partenaires, capables de participer à n’importe quelle étape de la chaîne de valeur. Donnez-leur les moyens d’agir avec une partie du produit, comme des jeux vidéo en ligne ouverts ou des services de repas qui permettent aux clients de préparer eux-mêmes leur repas. Engagez-vous dans un concept de copropriété à long terme en collaborant avec vos clients et d’autres entreprises, et en prenant soin de vos clients.

Expliquez la contrepartie

Expliquez clairement au client la valeur qu’il reçoit en échange de ses contributions à la chaîne valeur. L’expression créative, les liens communautaires, la reconnaissance et les expériences personnalisées, en plus de la valeur du produit lui-même, sont des exemples de ce que les clients pourraient obtenir.

Publié en anglais sur insights.sap.com

Références

(9) Alissa Marchat, “Consumers Prefer Reverse Vending Machines for Bottle Recycling, Survey Finds,” The Shelby Report, April 27, 2018, http://www.theshelbyreport.com/2018/04/27/consumer-recycling- preference-survey/. Brandon Gaille, “27 Recommerce Industry Statistics and Trends,” Brandon Gaille, January 22, 2018, https://brandongaille.com/27-recommerce-industry-statistics-and-trends/.

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