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<\/figure><\/div>\n\n\n\nWhat is Anticipatory Design?<\/h2>\n\n\n\n
Like any other buzzword, Anticipatory Design took the market and the user experience (UX) world by storm. It\u2019s not new, but with today\u2019s technology, it exploded. It was first introduced in 2015. Since then, we have witnessed a rise in user interaction trends in web design, specifically towards the conversational interaction between a user and the media they are accessing. Anticipatory Design is a response to the more complicated world we live in and the oversaturation of content, apps, and tools. It\u2019s also a way to simplify choices.<\/p>\n\n\n\n
Usually, UX design teams use a five-phase process: empathize, define, ideate, prototype, and test. It\u2019s a great tool to create any app. In this article for Fast Company<\/a><\/b>, Huge CEO Aaron Shapiro<\/strong> introduces Anticipatory Design as \u201cDesign That\u2019s One Step Ahead of You\u201d.<\/p>\n\n\n\n It goes a step further into the process of creation and bases it on a few ideas<\/strong>:<\/p>\n\n\n\n With Anticipatory Design, less is more. The user is presented with a clear-cut UX\/UI experience where options are clearly shown but limited. It\u2019s about simplification of use through the reduction of choices imposed by cultural and consumption habits while anticipating future choices and designing the app around them<\/strong>. By reducing redundant choices, consumers are presented with what they truly want.<\/p>\n\n\n\n And what do they want? A renowned psychologist, Barry Schwartz,<\/strong> introduced The Paradox of Choice<\/a><\/b>. This TEDx manifesto was used by Shapiro to create the concept of Anticipatory Design. Today, we can finally use it. Shapiro defines it as a method of simplifying processes by responding to needs one step ahead of the user\u2019s decisions, i.e. responding to user needs they haven\u2019t expressed yet<\/strong>.<\/p>\n\n\n\n This is possible because Anticipatory Design is based on these mechanics:<\/p>\n\n\n\n As Shapiro has put it:<\/p>\n\n\n\n \u201eThe goal is not to help the user make a decision, but to create an ecosystem where a decision is never made \u2014 it happens automatically and without user input.\u201d<\/p>\n\n\n\n Done right, the method goes way beyond personalization. It changes the UI on the fly, eliminates any extraneous information, and presents only the most relevant options in a timely, simple, and efficient manner.<\/p>\n\n\n\n The main benefits are<\/strong>:<\/p>\n\n\n\n This is complicated since there are many potential pitfalls in a few areas. To make it more \u201cinteresting\u201d, all of them are crucial. From an architectural point of view, through software development, marketing, and customer loyalty standpoint.<\/p>\n\n\n\n You should think about:<\/p>\n\n\n\n Fintech is actually a perfect field to implement Anticipatory Design principles and get ahead of the competition. Just look at that. You can use:<\/p>\n\n\n\n The possibilities are endless. There are a few noticeable fintech companies that you can take as benchmarks in the Anticipatory Design area.<\/p>\n\n\n\n Oportun<\/a><\/b> (formerly Digit). The company connects to users\u2019 bank accounts and assesses their financial habits along with data about their income and expenditure to make intelligent choices about how much they should be saving each month. It then automatically takes this \u201csafe\u201d amount and moves it into a savings account. Oportun doesn\u2019t completely remove all decision making but users can adjust its saving aggressiveness.<\/p>\n\n\n\n Superfluid<\/a><\/b> utilizes Anticipatory Design to offer modular and open-source solution for decentralized autonomous organizations (DAOs). Since Superfluid is an asset streaming and distribution app, the UX has to be smooth to display and process data that is understandable to the user. It\u2019s money we\u2019re talking about, there\u2019s no room for misinterpretation.<\/p>\n\n\n\n Anticipatory Design is good for business and growth. Especially in the context of cross-selling and upselling. Many traditional banks and fintechs alike struggle with cross-selling and upselling for one simple reason: they aren\u2019t able to deliver what their customers need, when they need it. The good news is that almost 90 percent of customers own a deposit account with a global retail and commercial bank, so they already have the customers in-house.<\/p>\n\n\n\n It\u2019s a matter of creating growth within their existing customer base by anticipating customer needs, and leveraging insights to determine their interest and wants. In doing so, banks can dramatically improve their cross-sell and upsell rates and increase overall customer engagement.<\/p>\n\n\n\n There are a few crucial concepts and steps on this road:<\/p>\n\n\n\n With this mini-roadmap, you can safely say you\u2019re ready for the adventure.<\/p>\n\n\n\n Anticipatory Design is based on data. Artificial intelligence and machine learning. As an Angular development services company<\/a><\/b> and outsource React JS development company<\/a><\/b>, we understand the value of foundations. Our technology stack and AI tools<\/a><\/b> are built around the skills of our centaur developers<\/a><\/b> \u2013 specialists utilizing AI to create better products.<\/p>\n\n\n\n We are the missing ingredient in your fintech and healthtech dish. Let\u2019s make products happen. Together.<\/p>\n\n\n\n\n\n![\"\"](\"https:\/\/codeandpepper.com\/wp-content\/uploads\/2024\/10\/Anticipation_ill_01-1024x384.png\")
<\/figure>\n\n\n\nBenefits of Anticipatory Design<\/h2>\n\n\n\n
Challenges of Anticipatory Design<\/h2>\n\n\n\n
Examples of Anticipatory Design in FinTech<\/h2>\n\n\n\n
How to effectively design anticipatory experiences?<\/h2>\n\n\n\n
Summary<\/h2>\n\n\n\n