User Experience Insights
UX Vision – Gen Z as drivers of new EXPECTATIONS
For the past decade, SAP SME Cloud ERP products have built a satisfied partner and customer base. The SME user experience, is consistent and pattern-based, that was a key for success.
Now, the question is how the archaising natural digital generations can be impressed with outstanding SME ERP UX?
The children marked as Generation Z are born in an elusive time frame. Born between 1997 – 2010. This generation will be the leading consumer of technology for many years to come. Gen Z will soon make up over 40% of the market. That are the first generation to be born into a world where the immersive experience, the Internet of Things, the Bitcoin economy and Instagram are as natural as the rising sun. They have never known the joys of dial-up modems, landlines or Polaroid.
And already the new ERP customers, called the “I-Pad Generation”, are the ones who make the ERP purchasing decisions. Members of Generation Y – those born between 1980 – 1997 – are blessed with entrepreneurial spirits, can rapidly adapt to changing business environments and are great at bringing new ideas and ways of getting things done to the table. But whether or not you like their free-thinking ways, your business isn’t going to be able to survive without them – by 2025, Gen Y will comprise roughly 75% of the available workforce. They are also known as digital natives.
The expected user experience (UX) will be impacted from the latest artificial intelligence (AI), machine learning (ML) and Internet of things (IOT) that is transforming the currently the business software.
In this context it is crucial to understand and deliver UX expectations for the generation Y and Z, who are the “now an future” decision makers, buyers and users.
Millennial consumers as drivers of new EXPECTATIONS
1. Instant Gratification
Wow moments and a smooth customer journey shape the new expectations of millennials consumers. Companies that don’t take this approach will disappear.
What is the result of this new demand and how can it be met?
If When I read a book on Sundays I want to buy it, you look through the glasses of millennials consumers (representatives of generations Y and Z), you will discover a reality that brings with it new requirements: if you enter a search term on Google, you get 2 million in 0.3 seconds reply.
I have it on my Kindle with one click of the mouse.
Thanks to on-demand platforms like Netflix, Amazon Prime or iTunes, I don’t wait for a movie to start at 8.15 p.m. With “Amazon Key”, Amazon is working on delivering goods to our apartments without us having to be at home.
Google CEO Sundar Pichai introduced the artificial intelligence Google Duplex earlier this year. She can make appointments for hairdressers by phone or make reservations. We respond to tweets in near real time and are used to receiving instant feedback from our social followers.
We live a phenomenon called Immediate Satisfaction: Immediate Satisfaction – our desires are granted instantly.
2. Friction is a negative emotion
Millennials in particular are extremely demanding and highly sensitive when they travel to customers.
Why do young people stop going to a bank branch?
Too Much Friction – Bankers are not well prepared for new needs, wants, questions, and the nature of Millennials.
Why don’t young people really go to car dealerships anymore?
Aside from the fact that young people prefer mobility services, car dealerships are often lame and salespeople are trained in sales rates rather than product literacy.
Why do millennials prefer to visit Apple in stores than Saturn?
Because Apple offers a different experience.
Remove – from the Millennials glasses, all negative emotions on the journey of your customers
3. Personalization & Individualization
Especially Y Generation will have wow moments at the top, as many as possible and highly individualized. We are in a transition phase from the product and service economy to the experience economy.
According to a study from the IBM Institute for Business Value, Gen Z’ers find value provided at an individualized level — such as when it is delivered through promotions and offers that match individual Gen Z’ers specific needs and desires — as more important than personalized experiences shaped by the brand.
The study, done in collaboration with the National Retail Federation (NRF) and based on survey of 15,600 Gen Z’ers from 16 countries, said that while individualization and personalization are similar concepts, they are initiated differently:
Personalization: Driven by the brand to tailor consumer shopping experiences based on known customer segment preferences, behaviours and history.
Individualisation: Driven by consumers, enabling them to initialize and customize their own singular shopping experiences.
Due to their diverse array of device choices, Gen Z’ers expect tech to work on-demand across multiple platforms.They will certainly disregard anything that doesn’t offer them the versatility they require.
As such, a UX/UI design that offers a seamless experience and responsiveness across multiple platforms is necessary to appeal to the delicate demands of Gen Z’ers.
5. Total Experience
“Total Experience is an integration of various other experience collections, including multi-experience (MX), customer experience (CX), employee experience (EX) and user experience (UX). The aim is to create a better overall experience for all, …..”
Gartner’s Top Strategic Technology Trends for 2021
The millennials consumers expected user experience (UX) requires a holistic experience package. We are in a transition phase from the product and service economy to the experience economy. To serve the next gen expectations we need to reinvent the total experience.
– technology is totally invisible
– modern digital experiences use technology to augment or expand our human experience.
– “no UI” interactions (leverage AI)
– one-click subscription, one-click configuration, no friction
- Pine, J.B. & Gilmore, J.H. (1998): Welcome to the Experience Economy, Harvard Business Review
- Kotler, P. et al. (2017): Marketing 4.0
- Der Leitfaden für das Marketing der Zukunft, campus Verlag
- Patrick Dixon (2016): The Future of Almost Everything https://www.youtube.com/ watch?v=L_i_9boHnHw
- Generation Y Market Research,
- UX Design for Generation Z,
- Designing for the “Gen-Z”
- Designing digital products for the Generation-Z mindset.
- Gartner’s Top Strategic Technology Trends for 2021