Voice technology: Why Adobe says marketers should focus on user design


Voice expertise is on the rise however do we all know how we should method it as marketers? What do customers need and the way can we enhance their expertise?

There are extra folks utilizing voice expertise year-over-year. Alexa, Siri, and different voice assistants are making our lives simpler, from house to vehicles and TVs. Adobe has printed a survey wanting on the newest developments in voice expertise and what customers actually consider it. We’ve additionally talked to Adobe’s voice professional, Mark Webster, Director of Product of Adobe XD, to study extra about these findings.

The rise of voice expertise

There is an elevated adoption price to voice applied sciences over the previous years and it additionally has to do with the maturity stage of the market in the direction of voice assistants. It was estimated that there was a rise of 40% in using voice-enabled units that reached greater than 133 million good audio system within the US in 2018.

One of the important thing causes that we see this elevated adoption price is the truth that voice assistants are straightforward to make use of.

According to Adobe’s Voice Survey, 94% of customers think about voice expertise straightforward to make use of. Simplicity and comfort appear to be essential and so they definitely contributed to the continued development of voice expertise.

We’ve requested Mark Webster, Director of Product of Adobe XD, to share his ideas on the continued rise of voice expertise and what the long run might appear to be:

“Adoption of voice expertise will solely proceed to develop and turn into part of each digital expertise. According to a current survey by Adobe on voice interactions, nearly all customers (94 per cent) think about voice expertise straightforward to make use of and improves their high quality of life. However, customers aren’t comfy utilizing voice expertise for advanced duties. I don’t consider that is as a result of medium of voice itself, however reasonably that almost all advanced voice experiences have been poorly designed. As the inventive neighborhood turns into extra concerned in driving voice ahead, voice-driven user experiences will turn into simpler to make use of and extra handy.”

Benefits of voice expertise

voice technology, what are the biggest benefits for users

When designing a brand new marketing campaign for voice assistants, it’s helpful to recollect as marketers what folks consider voice expertise.

Adobe’s survey discovered that the principle profit for individuals who use voice expertise are:

  • Using it hands-free
  • Saving time
  • Convenience
  • Ease of use

Moreover, in addition they really feel that it’s not nearly saving time, but in addition about enhancing their high quality of life.

79% of the respondents assume that voice expertise contributes to their high quality of life and it’s attention-grabbing to see that early adopters who use voice expertise for greater than a 12 months are extra doubtless to make use of voice instructions for primary duties, resembling asking for instructions whereas driving or making a cellphone name.

The significance of intuitive design

voice technology, what is the biggest challenge for users: consistent recognition of verbal commands

The largest problem for voice expertise customers appears to be voice recognition. 50% of the respondents discover it their largest problem, with accuracy and privateness arising subsequent.

There appears to be extra floor to cowl to enhance accuracy and it’s a priority amongst customers that they don’t at all times see correct responses to their instructions.

What’s additionally attention-grabbing is that 56% of the respondents really feel that the method of utilizing voice expertise is non-intuitive and must be seamless. Intuitive design may be key to even larger success sooner or later for voice expertise as it may possibly encourage extra folks to make use of it on a day by day foundation.

It’s necessary for customers to really feel that they will belief the expertise sufficient to use it to further makes use of and even to extend the frequency of them.

Voice expertise is changing into extra ubiquitous, which suggests it’s time each for designers and marketers to give you experiences that benefit from the brand new medium. A human-like voice assistant doesn’t appear to be a precedence for all customers as 49% of them don’t assume that voice expertise should have human-like attributes like humor or sympathy.

Thus, manufacturers should begin pondering of the weather that would get their message stand out reasonably than designing content material that’s merely enjoyable or inventive. It’s additionally essential to focus on the context of the use and when your viewers is utilizing voice assistants to enhance their expertise.

We’ve requested Mark Webster to share his ideas on the significance of design for voice expertise:

“When most people think of voice technology, they think of voice assistants like Alexa or Siri that are designed to seem human. However, consumers are split on whether or not voice technology should incorporate more human-like attributes. When designing, it is critical for designers to evaluate their users’ true needs. For example, a voice-enabled microwave probably doesn’t need human attributes. The way that Spotify has integrated voice technology into their search experience, without any concept of an assistant, is another good example of how voice can be used in a different way.”

What would make customers improve their utilization of voice expertise?

voice technology, what are the top enhancements for current and future use

When pondering of voice expertise and its future use, it’s helpful to see what folks consider it and what they’d prefer to see subsequent. According to Adobe’s survey, 94% of respondents wish to see improved integration with different units. Moreover, 44% would really like a contact display screen element to voice-activated units.

In addition to those, 80% of customers really feel that they might use voice expertise in a greater variety of duties if there was a visible component to it.

Another attention-grabbing request from 83% of the respondents is having the display screen to verify the command to enhance the user expertise.

Thus, the important thing attributes that might make folks improve their use of voice expertise are:

  • Enhanced capabilities
  • Ensure safety of knowledge
  • Screen integration

It’s optimistic for manufacturers all in favour of embracing voice expertise that 59% of the respondents really feel that voice expertise will higher meet their calls for in 5 years because the design. Will proceed to develop.

What should marketers have in mind

All these findings may be very helpful for marketers who’re pondering of the very best methods to convey the manufacturers nearer to their customers by voice expertise. Whether it’s promoting or creating related content material, it’s necessary to know your viewers and the way in which they’re utilizing voice expertise.

We couldn’t assist however ask Adobe’s voice professional, Mark Webster, his ideas on how marketers should method voice expertise:

“Marketers and designers, alike, need to be targeted in their approach — focusing on their audience’s needs first. Understanding who the user is and what environment they will be in while using voice will help determine when and where voice should be used. Brand experiences should be consistent across all touchpoints with a customer, whether it’s on a brand’s website, social media, or even product packaging. Voice should be used to help extend that consistent experience when it makes sense and shouldn’t be seen as something separate from everything else.”



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