Business applications: understanding the behaviours of generation Y to limit their withdrawal
More than 700 000 young people enter the job market every year. These generation Y students, with the algorithm <
'Oh no, I don't feel like using this application.' - Adrien, 24, during the test of a business application
On the one hand, glamorous and user-friendly apps, erased from their smartphone at the slightest indication of inefficiency (not fast, smooth, intuitive or pretty enough), and on the other hand 10-year-old business applications that are not suited to the latest developments in ergonomics.
In this context, it's hard to convince young people to stay: for example, the Banking and Insurance sector suffers from a high employee turnover, with sales representatives and back-office managers leaving their position after a few months. They get bored for a simple reason: the outdated interface of their work tool puts them off, interfering with their motivation.
Why should we address the youth and generation Y in particular?
Generation Y is tomorrow’s employees. It makes sense to give priority to the future rather than to an outbound generation X, especially as its now following Generation Y's path. Indeed, it has been observed recently that people born before 1980 (generation X) are now trying to adopt the practices and behaviours of the next generation.
Innovative companies now take these issues into account from the very first service drafts. At Axance, we support them through targeted focus groups in order to understand to the finest detail the practices of this ever-growing target.
These discussion groups enabled to increase our knowledge of this generation. For example, it was already known in view of Facebooks popularity that the Millennials like to expose themselves, their life, story and achievements. But above all they want to feel good at work, be a part of the company, be listened to, recognized... in short, feel alive.
They want to feel pleasure when working, and feel like their work means something, which is a new point of view compared to older employees. UX designers take into account this valuable information when designing interactions in business applications, by developing the humanity of these actions and favouring the user’s value.
For these companies with a high employee turnover, it is wise to modernize the business applications in order to attract young graduates and even build the company’s future with them.
Tablet is the new cornerstone of e-commerce
If mobile is king outside, 7-inch and above tablets will be the perfect companion at home, and also the more convenient for online purchases.
Buying on your tablet is higher than on your smartphone
Only 20% of smartphone owners have bought online from their phone, against 59% of tablet users. Furthermore, the average basket is 54% higher from a tablet, which is used at home in a more appropriate environment for buying.In the US, the m-commerce was estimated at 13B$ against 24B$ for the tablet in 2013. In 2016, these numbers should rise to 26B$ for smartphones and 61B$ for tablets.
French people are more and more equipped with tablets
Nowadays, 15% of French people own a tablet and 39% own a smartphone. According to Gartner, tablet’s sales should overtake those of computers by 2015. However, the touch direction of Windows 8 could impact the computer manufacturers that offer more and more hybrid products (big touch screens).
The convenience of a bigger computer screen would disappear in favour of a faster ignition and a more comfortable position, that will prevent pulling the power unit cable or your thighs from getting too warm.
This trend gets confirmed with hardware manufacturers who offer more and more hybrid solutions (PC with physical and touch keyboard or tablet). Windows 10 will keep the touch environment. It’s time to develop high definition screens and offer more touch interactions.
When should you think Tablet First to sell a product or service ?
If the ultimate goal is to sell a product or service, it would be wiser to design an experience on tablet that will be more appropriate for purchasing, and to think of the mobile only as a marketing contact point. Mobile would be used to give a concise presentation of the offer as users don’t read as much on this device.If the user spends more time on his tablet, it's also an opportunity to create a richer brand universe with the inclusion of video for instance (which takes longer to load on mobile).
A development towards cross-media ?
The tablet that people used when watching TV has now become the privileged centre of attention. We are expecting the home digital environment to evolve in this direction. The tablet could allow content control and the broadcast on different screens, but could also enhance audiovisual content or create specific content for this bigger screen. It is easy to think of a TV ad becoming interactive on the tablet.
For instance, eBay is developing a tablet service on which one can look up the products seen on TV in real time. Amazon also offers complementary information (second screen) by recognizing the TV sound, which is a revolution for teletext. Microsoft Smartglass offers enhanced content for entertainment and video games (displaying game maps for example).