There have been many articles on UX trends for the year- this is a good one.  One consistent theme I notice is the focus on research to understand the customer better and inform design.  Designers expect to do more research and UX Researchers can expect to see an increase in job opportunities. Jack Simpson of econsultancy published this post:

I recently covered some of of the biggest UX trends of 2016 such as ever-increasing customer expectations and the rise of personalisation.

Here we’re going to be looking forward with the help of a crystal ball I bought from a charity shop on the way to work this morning.

Obviously that’s not true. We’ll actually be hearing from a panel of UX professionals who have kindly lent us their experience and insight for the purpose of producing this post.

Let’s take a look at some UX predictions for 2016.

A stronger focus on testing and quantitative data

Paul Rouke, Founder and Director of Optimisation at PRWD

UX designers will be held more accountable and will validate their design ideas by focusing on quantitative data through A/B testing, not just qualitative insights or UX best practice.

This simply needs to happen if brands don’t want to get left behind their more ambitious, in-tune competitors.

We’ll also see a continued increase in brands investing in resources to better understand both the conscious and sub-conscious actions of their prospects and customers, in order to deliver more persuasive, emotive, influential online experiences

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