– By Vara Kumar
In today’s fast-paced business landscape, fueled by the whirlwind of digital evolution, the only constant is the irreplaceable value of technology centered on user needs. As organizations strive to adapt to new modes of operation and leverage digital tools to drive growth, userization emerges as a powerful concept for making technology more user-centric rather than expecting users to innately be technology proficient. The resulting technology makes it simple and intuitive for users to act, collaborate, and complete tasks seamlessly. The key to enhancing user engagement lies in understanding that each user’s unique background and tech skill dictate their distinct digital experiences and challenges. Userization demands that technology must adapt to the individual needs of the users rather than expecting users to conform to predetermined standards as cohorts. By prioritizing user understanding over technological assumptions, we pave the way for enhanced technology adoption and enriched user experiences.
Managing the Proliferation of Applications
Embraer’s Humanitarian Mission: Delivering Relief and Strengthening Communities
India’s solidarity with Iran: Mourning the loss of President Raisi
Indian Officer’s Tragic death in Gaza Sparks Global mourning
Forging Partnerships: Exploring the India-Central Asia Business Conclave; India-EAEU FTA Talks to start soon
Imagine a future where every software application is finely tuned to individual needs, offering unique user-based guidance and tools to maximize productivity. This vision of a fully userized environment holds immense potential for businesses, enabling employees to work more efficiently and effectively.
Consider Samsung Family Hub Refrigerator, a prime example of a smart refrigerator that uses the userization approach to create shopping lists and order groceries online. It features a large touchscreen on the door that allows users to interact with the appliance. Users can use the touchscreen to view the contents of their fridge, add items to their shopping list, and even place online grocery orders through integrated apps. The interface is designed to be intuitive, making it easier for users to manage their kitchen and shopping needs.
In the near future, one can envision a virtual assistant that not only reacts to user commands but also evolves with user behavior and preferences to offer userized support and suggestions. For instance, using calendar and location data, this virtual assistant could spontaneously recommend nearby restaurants for lunch meetings or issue reminders to carry an umbrella in case of rain. It could fine-tune smart home settings according to the user’s schedule and preferences, like adjusting the thermostat before their arrival or playing calming music when signs of stress are detected. However, we are far from this reality, as the fractured interfaces and complex learning curves of working with numerous applications hinder user adoption and productivity.
Developing a Userization blueprint for enterprise success
According to a Gartner Research report, employees rely on 11 applications on average to perform their tasks each day. Employees are now expected to be, or make themselves, proficient in a variety of business applications. But most software features aren’t inherently easy for users to learn. 84% of employees struggle to use core software features and workflows in their daily tasks, according to the Whatfix Digital Adoption Trends Report. Modern software is built for the masses and lacks the contextualization necessary to enable specific user cohorts and drive business outcomes. Generic software experiences directly impact user experience (UX) and time-to-value for users, leading to poor user adoption, organizations not seeing ROI on their technology expenses, and high churn levels. Addressing these issues requires a shift in perspective—prioritizing software users over applications.
The transformative power of technology is only as valuable as its usability. One example of userized technology is data-driven Digital Adoption Platform (DAP), making it intuitive and comprehensible for everyone uniquely. DAPs play a crucial role in facilitating the adoption of technology within organizations. An example from the many DAP features here could be Nudge, a unique feature that adds significant value and, consequently, how the feature employs subtle prompts, notifications, and reminders to guide users through the adoption process effectively. Nudge ensures that the technology is simple for the users to explore new features, complete tasks, and maximize the utilization of technology solutions. This userized approach not only minimizes user resistance and frustration but also maximizes the overall return on investment (ROI) from technology deployments.
The Synergy of AI and DAP to “Userize” Enterprise Tech-Stack
Gartner research predicts that by 2025, 70% of organizations will integrate DAPs into their technology stack to overcome application user experience challenges. IDC also forecasts that by 2027, 80% of G1000 organizations will mitigate technical skills shortages using DAPs. This reiterates that organizations that deploy DAPs see increased productivity, greater operational efficiency, improved customer experience, and better employee satisfaction.
The integration of Artificial Intelligence (AI) and DAPs elevates user-centricity, empowering organizations to streamline processes and enhance user experiences seamlessly. This integration enhances user experiences and productivity by infusing horizontal, application-agnostic AI capabilities into software. AI-driven DAP streamlines processes and paves the way for enhanced user engagement and satisfaction. It helps unlock even greater levels of personalization, automation, and effectiveness propelling businesses towards digital transformation.
AI unlocks many capabilities within DAPs, transforming how users interact with technology. By accelerating information discovery and simplifying text generation, AI-driven DAPs empower users to navigate complex workflows with ease, performing low-order tasks such as data entry and processing, coordination and scheduling, document summary, and analysis, driving productivity gains of up to 80%. AI can serve as a powerful catalyst for driving the userization of an organization’s digital infrastructure, provided that they adhere to responsible AI practices. Through this effective amalgamation, they can achieve increased self-sufficiency, productivity, and cost reduction, all while preparing for the digital future. A user-centric approach has emerged as a non-negotiable for businesses seeking to unleash the full potential of their software investments and elevate user experiences. By prioritizing intuitiveness, and seamless userized experiences, organizations can empower their employees to navigate complex software landscapes with ease and confidence. Adopting userization isn’t just about building better products—it’s about enabling users to unlock the full potential of technology and drive tangible business outcomes. By embracing userization and integrating AI responsibly, organizations can chart a course towards sustainable growth and success in the digital age. In this digital era, userization isn’t just a goal—it’s a pathway to sustainable success and unparalleled user satisfaction.
(Vara Kumar is the Co-founder, and Head of R&D and Pre-Sales at Whatfix.)
(Disclaimer: Views expressed are personal and do not reflect the official position or policy of Financial Express Online. Reproducing this content without permission is prohibited.)
