{"id":11717,"date":"2016-01-26T16:31:10","date_gmt":"2016-01-27T00:31:10","guid":{"rendered":"https:\/\/www.uxpin.com\/studio\/?p=11717"},"modified":"2024-05-20T22:09:11","modified_gmt":"2024-05-21T05:09:11","slug":"ux-patterns-of-the-future-anticipatory-design","status":"publish","type":"post","link":"https:\/\/www.uxpin.com\/studio\/ui-design\/ux-patterns-of-the-future-anticipatory-design\/","title":{"rendered":"UX Patterns of the Future: Anticipatory Design"},"content":{"rendered":"<p>Anticipatory design is a fairly new UX pattern that seeks to entirely remove user choice from the equation.<\/p>\n<p>While this sounds creepy (and to be fair, it kind of is), decision fatigue is a real concern in UI design. In other words, anticipatory design opens up compelling possibilities by creating more personalized <a href=\"https:\/\/www.uxpin.com\/studio\/blog\/creating-perfect-user-flows-for-smooth-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\">user flows<\/a>.<\/p>\n<h2>The Reality of Decision Fatigue<\/h2>\n<p>I recently booked a cruise online, and it was in no way fun, easy, or simple\u2014especially once I discovered the advertised rate was a lot less than I wound up paying. But let\u2019s not get into details.<\/p>\n<p>The process was loaded with decisions. Just look at the initial form I had to fill out.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-11718\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image0011.png\" alt=\"Screenshot of Orbitz\u2019s complicated web form\" width=\"720\" height=\"704\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image0011.png 800w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image0011-307x300.png 307w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<p>There\u2019s a lot going on here:<\/p>\n<ul>\n<li>Hotel\/flight packages<\/li>\n<li>Destination<\/li>\n<li>Length of trip<\/li>\n<li>Discount options<\/li>\n<li>Cruise line<\/li>\n<li>Preferred ship<\/li>\n<li>Port of departure<\/li>\n<\/ul>\n<p>Before I\u2019ve even seen what I\u2019m going to be enjoying, that\u2019s a lot of decisions I\u2019m expected to make right off the bat. If Decisions = Cognitive Resources, then this interface front-loads a lot of willpower.<\/p>\n<p>After the front page, it doesn\u2019t get much easier. I\u2019m faced with a list of cruises that meet my criteria, but with very little in the way of meaningful differentiators between the items on the list. To do any in-depth comparisons, I\u2019m forced to open multiple tabs comparing each ship\u2019s amenities; more, if I want to compare optional excursions at various ports of call.<\/p>\n<p>The point is, my cruise was fun, but planning it was a pain to the point I skipped some of the specifics and missed out on a few tours at the destination. But that means the cruise line also missed out on additional profits that could have come from my purchase.<\/p>\n<p>If this were an infomercial, right here would be the point where the audience screamed in unison:<\/p>\n<p>\u201cThere\u2019s got to be a better way!\u201d<\/p>\n<p>Well, there is. Deleting the number of options available simplifies the process by making all but the most important decisions for the user.<\/p>\n<h2>Anticipating User Needs<\/h2>\n<p>An anticipatory system bases its behavior on the user\u2019s past and (probable) future choices. With access to user data (browsing, purchase, search, etc.), the system can make informed decisions on the user\u2019s behalf.<\/p>\n<p>This plays out in familiar patterns with well-known brands.<\/p>\n<p><a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Netflix<\/a> suggests content based on your viewing habits and ratings. <a href=\"http:\/\/www.amazon.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon<\/a> suggests items based on your past purchase history. They narrow the spectrum of choice by directing user attention, but they also present new opportunities to make decisions\u2014increasing steps, decisions, and cognitive load in the process.<\/p>\n<p>Ideally, an anticipatory system aims to do just the opposite: limit options and streamline activity.<\/p>\n<p>Netflix and Amazon obviously want their users to continue watching and shopping\u2014that\u2019s how they gather data and make more money. You can\u2019t blame them for leveraging an element of anticipatory design to further their ends.<\/p>\n<p>In contrast, the service model of an anticipatory design would minimize superfluous interactions and let the user get on with their day.<\/p>\n<p>To get a better idea of what this looks like, let\u2019s revisit my recent travel experience. While this particular booking site made it challenging to plan my itinerary, Expedia\u2019s partnership with user-generated travel database <a href=\"http:\/\/www.trippy.com\" target=\"_blank\" rel=\"noopener noreferrer\">Trippy<\/a> automatically tracks and suggests popular attractions in and around my destination.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-11720\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image029.png\" alt=\"Screenshot of Expedia\u2019s website design\" width=\"720\" height=\"342\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image029.png 800w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image029-632x300.png 632w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<p><i>Image Credit: <\/i><i>Expedia<\/i><\/p>\n<p>Note the difference in initial choices: I\u2019m not immediately overwhelmed by decisions, and more options aren\u2019t presented until later in the process.<\/p>\n<p>So what\u2019s Trippy\u2019s contribution to the UX? After completing a purchase on Expedia, Trippy chimes in with the answer to a question I haven\u2019t articulated yet: \u201cWhat will I do when I get to my destination?\u201d<\/p>\n<p>Within 3 minutes of signing up for Trippy (via an automated \u201cSignup with Facebook plugin\u201d\u2014an equally anticipatory feature) I had an answer to the question.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-11719\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image0110.png\" alt=\"Screenshot of Trippy\u2019s website\" width=\"719\" height=\"490\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image0110.png 800w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image0110-440x300.png 440w\" sizes=\"auto, (max-width: 719px) 100vw, 719px\" \/><\/p>\n<p><i>Image credit: <\/i><a href=\"http:\/\/www.trippy.com\/question\/Nassau-Help--Im-going-on-my-first-cruise-and-dont-know-what-to-do-onshore\" target=\"_blank\" rel=\"noopener noreferrer\"><i>Trippy<\/i><\/a><\/p>\n<p>What\u2019s really interesting is that these are relative baby steps.<\/p>\n<p>Services are merely suggesting solutions and <i>aiding<\/i> in decision making. They\u2019re not really reducing the tax on a user\u2019s willpower, but they <i>are<\/i> optimizing efficiency. The endgame is automating decisions.<\/p>\n<h2>Automated Decision-Making<\/h2>\n<p>Let\u2019s investigate a few examples of this principle.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-11722\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image048.png\" alt=\"Screenshot of Digit\u2019s online app\" width=\"721\" height=\"357\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image048.png 800w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image048-606x300.png 606w\" sizes=\"auto, (max-width: 721px) 100vw, 721px\" \/><\/p>\n<p><i>Image credit: <\/i><i>Digit.co<\/i><\/p>\n<p>Digit is a truly anticipatory finance app that analyzes your income and purchase history. It looks for savings opportunities, then automatically transfers the extra cash flow into an FDIC insured account.<\/p>\n<h3><a href=\"https:\/\/nest.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Nest<\/a><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-11721\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image039.png\" alt=\"Photo of the Nest thermometer\" width=\"721\" height=\"418\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image039.png 800w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image039-517x300.png 517w\" sizes=\"auto, (max-width: 721px) 100vw, 721px\" \/><\/p>\n<p><i>Image Credit: <\/i><a href=\"https:\/\/nest.com\/thermostat\/meet-nest-thermostat\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i>Nest.com<\/i><\/a><\/p>\n<p>Everyone\u2019s favorite automated thermostat learns your heating\/cooling habits and then automatically adjusts the temperature of your home according to your preferences.<\/p>\n<h3><a href=\"http:\/\/www.pandora.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pandora<\/a><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-11723\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image058.png\" alt=\"Screenshot of Pandora\u2019s web app\" width=\"719\" height=\"851\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image058.png 800w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image058-253x300.png 253w\" sizes=\"auto, (max-width: 719px) 100vw, 719px\" \/><\/p>\n<p><i>Image Credit: <\/i><a href=\"http:\/\/www.pandora.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i>Pandora<\/i><\/a><\/p>\n<p>As anyone who\u2019s ever painstakingly produced a playlist can attest, picking out a list of thematically related songs can be a time-consuming endeavor. Pandora is an anticipatory pioneer that algorithmically assigns values to your preferences and picks songs you\u2019re likely to enjoy based on a simple thumbs up\/down rating system.<\/p>\n<p>Great examples, sure, but how can you begin implementing an anticipatory model?<\/p>\n<h2>5 Ways to Transition to Anticipatory Design<\/h2>\n<p>According to Aaron Shapiro, CEO of Huge (and huge advocate for anticipatory design), there are <a href=\"http:\/\/www.fastcodesign.com\/3045039\/the-next-big-thing-in-design-fewer-choices\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">5 fast steps<\/a> to successful implementation:<\/p>\n<ul>\n<li>Imagine the business as if is a service. \u201cHow do you serve your users?\u201d<\/li>\n<li>Allow digital access to that service.<\/li>\n<li>Think of ways to automate service delivery.<\/li>\n<li>Launch an automated version of your service.<\/li>\n<li>Carefully decide which decisions your users will be comfortable giving up, then consider the ethical implications of taking over each choice.<\/li>\n<\/ul>\n<p>A few other helpful notes:<\/p>\n<ul>\n<li>Data collection is paramount, but intelligent analysis is at least as important.<\/li>\n<li>Always aim to simplify tasks for users.<\/li>\n<li>Look to add value to an interaction through automation.<\/li>\n<li>Leverage past choices to accurately predict future decisions.<\/li>\n<li>Pre-populate forms, whenever possible.<\/li>\n<\/ul>\n<h2>Additional UX Advice<\/h2>\n<p>If you\u2019d like to learn more about personalized anticipatory design, check out any of the following resources:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.smashingmagazine.com\/2015\/09\/anticipatory-design\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">SmashingMag<\/a><\/li>\n<li><a href=\"http:\/\/readwrite.com\/2013\/04\/10\/anticipatory-systems-artificial-intelligence\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">ReadWrite<\/a><\/li>\n<li><a href=\"http:\/\/www.fastcodesign.com\/3045039\/the-next-big-thing-in-design-fewer-choices\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Fastcodesign<\/a><\/li>\n<li><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/free-ui-ux-design-trends-2015-2016-ebook-bundle\/\" target=\"_blank\" rel=\"noopener noreferrer\">Definitive UX Design Trends Ebook Bundle<\/a><\/li>\n<\/ul>\n<p><a href=\"https:\/\/proxystudio.uxpin.com\/ebooks\/free-ui-ux-design-trends-2015-2016-ebook-bundle\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-11458\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/bundle_fixed.jpg\" alt=\"get a free e-book bundle\" width=\"700\" height=\"513\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/bundle_fixed.jpg 700w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/bundle_fixed-409x300.jpg 409w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Know the power of anticipatory design in creating weightless experiences. Examples analyzed from Expedia, Nest, Digit, and others. <\/p>\n","protected":false},"author":43,"featured_media":11724,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[172,4,6],"tags":[],"class_list":["post-11717","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-design","category-ui-design","category-ux-design"],"yoast_title":"","yoast_metadesc":"Know the power of anticipatory design in creating weightless experiences. Examples analyzed from Expedia, Nest, Digit, and others.","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>UX Patterns of the Future: Anticipatory Design | UXPin<\/title>\n<meta name=\"description\" content=\"Know the power of anticipatory design in creating weightless experiences. 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